Smoke Free Sweden welcomes Moderate Party’s pledge to protect nicotine pouches

3 May 2024, Stockholm, Sweden – International harm reduction experts have commended a new pledge from Sweden’s Moderate Party to protect nicotine pouches ahead of the upcoming EU elections. 

As part of its EU election campaign, the Moderate Party has outlined eight pledges to protect snus and nicotine pouches, which have been instrumental in reducing Sweden’s smoking rates to record lows of 5.6%.

Among the pledges is a commitment to preventing a ban on nicotine pouches in the EU.

Sweden is on the cusp of becoming smoke free, with smoking rates only just above 5%. Compared with the rest of the EU, Sweden has 44% fewer tobacco-related deaths, a lung cancer rate that is 41% lower, and 38% fewer deaths attributable to any cancer. 

Its success is largely down to the availability of less harmful alternative products, such as nicotine pouches and snus, and the fact public health authorities have expressed support for reducing smoking using alternatives. Nicotine pouches are especially popular among Swedish women, who have traditionally smoked more than Swedish men.

This is just the latest in a series of moves to continue Sweden’s world-leading effort to beat smoking. Earlier this year, the Swedish government – led by the Moderate Party – confirmed that it would decrease the excise tax on snus by 20%. 

Dr Delon Human, leader of the Smoke Free Sweden initiative and former Health Advisor to three WHO Directors-General, said: 

“We are delighted to see the Moderate Party promoting a sensible and pragmatic approach to tobacco harm reduction. 

“Sweden is on the verge of becoming officially smoke free because it has allowed safer alternatives, such as nicotine pouches and snus, to be accessible, acceptable and affordable to smokers.

This pledge to protect nicotine pouches is yet another example of how Sweden is leading the way when it comes to combating the deadly toll of cigarettes.”


Notes to editors



Smoke Free Sweden

Jessica Perkins 


About Smoke Free Sweden

Smoke Free Sweden is a movement that encourages other countries to follow the Swedish experience when it comes to Tobacco Harm Reduction. Sweden is about to become the first ‘smoke free’ European country, with a smoking rate of below 5 percent. This remarkable achievement can be attributed to Sweden’s open attitude towards alternative products.

For more information on Sweden’s successful approach to becoming a smoke free nation, please visit