Sweden’s record on smoking reduction has been put before UK lawmakers. Campaigners and experts urged Parliament to follow evidence showing that harm reduction cuts smoking rates while bans fuel illicit markets and slow progress.

At a Westminster event organised by Quit Like Sweden, speakers drew on data from the UK, Sweden and beyond to argue that access to safer nicotine alternatives remains one of the most effective ways to reduce smoking-related disease and death. 

The meeting came as governments across Europe tighten restrictions on nicotine products, with the UK Parliament debating the Tobacco and Vapes Bill at a time when cigarettes remain the leading cause of preventable mortality.

Sweden’s harm reduction record

Quit Like Sweden was founded to highlight Sweden’s harm-reduction-first approach, which prioritises access to lower-risk alternatives such as snus, nicotine pouches and vaping. 

Sweden has reached the lowest smoking prevalence in the world, at just over five percent, alongside significantly lower rates of smoking-related cancer, cardiovascular disease and premature death than the EU average.

Speakers said the Swedish experience shows that public health gains accelerate when smokers are given practical, lower-risk options rather than being forced to quit nicotine entirely.

Evidence debated in Parliament

Rather than presenting a one-sided case, the parliamentary session was structured as a formal debate. Tobacco harm reduction expert Clive Bates deliberately took on the role of sceptic, setting out the arguments typically advanced by prohibition-focused policymakers.

Organisers said this approach strengthened evidence-based policy, contrasting it with international tobacco-control forums where consumer groups and dissenting scientists are frequently excluded from discussions.

Former New Nicotine Alliance chair Martin Cullip warned that global tobacco-control processes are becoming increasingly insulated from real-world data, despite harm reduction being explicitly recognised within the World Health Organisation’s tobacco treaty.

What helps smokers quit

Beyond policy philosophy, speakers focused on what helps smokers stop smoking. Pharmacologist Bernhard Mayer said access to a range of nicotine strengths is essential to prevent relapse, particularly among long-term or heavily dependent smokers.

Addiction specialist Dr Garrett McGovern argued that enjoyment plays a critical role, with flavours and product satisfaction often making the difference between partial switching and quitting cigarettes completely. Regular use alone, he said, should not be confused with harmful addiction.

Tax, regulation and unintended consequences

Economic policy also featured prominently. Canadian legal and health policy expert David Sweanor said Sweden’s success was accelerated by making cigarettes significantly more expensive than safer alternatives such as snus. 

Applying uniform taxes across all nicotine products, he argued, only makes sense if eliminating nicotine use is the goal rather than reducing death and disease.

Similar concerns are now shaping debate in the UK. The UK Vaping Industry Association has submitted evidence to the Department of Health and Social Care warning that regulation under the Tobacco and Vapes Bill must preserve vaping’s role as a smoking cessation tool.

The association has also warned that enforcement should focus on illicit traders rather than compliant businesses, as illegal products increasingly distort the market.

Market data and flavour debate

Market data was cited to underline the risks of unintended consequences. Analysis from Vape Club shows that following the 2025 ban on disposable vapes, adult users shifted rapidly towards refillable devices, cutting single-use battery waste by an estimated 70 percent.

However, inconsistent retail practices and rising costs are now undermining those gains, while data shows flavours remain central to smoking cessation. 

The vast majority of adults who successfully switch from cigarettes rely on non-tobacco flavours, with dual users particularly dependent on them to complete the transition away from smoking.

Looking ahead, speakers warned that proposed new vaping duties could narrow the price gap between smoking and safer alternatives, particularly harming lower-income smokers and accelerating illicit trade.