Love Life: Embrace safer alternatives this Valentine’s Day

This Valentine’s Day, international health experts are sending a heartfelt message to people across the globe: Loving life means loving a healthier, smoke-free lifestyle. 

In honour of the season of love, Smoke Free Sweden urges policymakers worldwide to embrace tobacco harm reduction strategies and promote safer alternatives to smoking, which are already saving lives around the world.

“Valentine’s Day is a reminder of the people we love, and the value of our health,” says Dr. Delon Human, leader of Smoke Free Sweden. 

“By embracing safer alternatives to smoking, we not only protect ourselves but also safeguard our loved ones from the dangers of second-hand smoke. 

“Reduced-risk nicotine products such as vapes and nicotine pouches have already proven to be a lifeline for millions of smokers worldwide. It’s time for global leaders to ensure these life-saving tools are accessible to all.”

The Love Life message reflects the growing momentum of tobacco harm reduction, a transformative approach to tobacco control that prioritises the health of individuals while reducing the devastating impact of smoking. 

With research showing that the integration of harm reduction strategies into national tobacco control policies could save more than 13.7 million lives across 21 countries by 2060, there is no time to waste. 

Safer alternatives such as vapes and nicotine pouches are already helping to reduce the toll of smoking in countries like Sweden, the UK and New Zealand. They offer a far less harmful path for millions of smokers looking to quit or avoid the dangers of combustible cigarettes.

In Sweden, smoking rates have plummeted by 55% in the last decade thanks to the widespread adoption of safer alternatives. Latest official data from the Swedish public health agency shows that the number of Swedish-born over-16s who smoke has dropped to 4.5%, well below the global benchmark for smoke free status.

The success of the Swedish approach, backed by mounting scientific evidence, shows     that promoting safer alternatives can dramatically reduce smoking-related harm. As more research validates the safety and efficacy of these products, Smoke Free Sweden is at the forefront of advocating for a global shift toward tobacco harm reduction and safer nicotine alternatives.

“Love Life means investing in our future and the well-being of those we care about,” Dr. Human continued. “It’s about making choices that protect health and prioritise the lives of our communities. Every smoker deserves access to safer, scientifically proven alternatives that provide a real chance to quit smoking for good.”