Berlin Hosts Landmark Debate: Can Sweden’s Smoke-Free Blueprint Work for Germany?

Berlin is to host a major policy debate examining whether Sweden’s rapid progress towards becoming the world’s first smoke-free nation could offer a blueprint for German policymakers trying to reduce the estimated 130,000 lives lost each year to tobacco-related disease.

The event, Gender and Risk Reduction: Sweden’s Success Story for Women, will mark the national launch of Power in a Pouch, a groundbreaking report showing how Sweden’s adoption of modern, smoke-free nicotine products has supercharged quitting rates, particularly among women.  

Held at the Haus der Bundespressekonferenz on Monday 24 November, the event will bring together senior health experts, policymakers and public-health advocates to assess what lessons Germany and the wider EU might draw from Sweden’s harm-reduction strategy at a time when traditional tobacco control measures appear to be losing momentum.

The programme includes a presentation of the report’s key findings, followed by a panel debate and audience Q&A. A networking reception will close the evening, offering participants an opportunity to exchange perspectives on emerging evidence, regulatory innovation and the changing landscape of tobacco harm reduction across Europe.

Register for the event by emailing: info@smokefreesweden.org

Download the report here in English >>>>>

Download the report here in German>>>>>

———-

Power in a Pouch – The Lessons for Germany

Germany’s smoking crisis demands new solutions. Combustible cigarettes remain the country’s leading cause of preventable death, claiming approximately 130,000 each year. With more than 17 million smokers, the highest number in the EU, Germany’s smoking rate has barely declined since 2017, remaining at 24% in 2023, while neighbouring nations have achieved significant reductions.

Despite this urgent challenge, progress in helping smokers transition away from smoking cigarettes has been slow. Many countries are turning to alternative products that allow adult smokers to continue using nicotine in less harmful ways. These products, including e-cigarettes, heated tobacco and oral nicotine pouches, have proved effective in supporting smokers who would otherwise continue to smoke. 

Among these products, oral nicotine pouches have emerged as the least harmful alternative and most powerful for quitting smoking. Evidence shows that these pouches are far safer than cigarettes and have contributed considerably to reducing smoking rates in several European countries – most notably in Sweden. Since their introduction in 2016, Sweden’s smoking prevalence has fallen to just 5.3%, nearly one-fifth of Germany’s rate, putting the country on the verge of being classified as smoke-free under the EU’s 5% threshold.

Nicotine pouches have proven to be a genuine game-changer in Sweden, especially for women. Groundbreaking new research from Smoke Free Sweden indicates that pouches could similarly transform Germany’s approach to its smoking crisis by reducing tobacco harm across the genders.

The report reveals how, since their launch in Sweden, pouches have:

• Accelerated the decline in smoking for both men and women, with an almost 200% rise in the quit rate among women.
• Outperformed all other quit aids, ranking as the most effective method for both genders.
• Become the preferred quit aid among ex-smokers for their clean, socially considerate and stigma-free design.
• Driven a 49% drop in female smoking, closing a long-standing gender gap.

In Germany today, nicotine pouches occupy an ambiguous legal position. While consumption is not prohibited, their sale on the open market is prohibited as they are classified as a food product and no nicotine-containing food can receive approval under current food safety rules. This has fuelled a growing illicit market. With an estimated 1.4 million nicotine-pouch users in Germany, many are turning to online, unregulated sources – creating risks around underage access, product safety, and ingredient transparency.

Germany can draw a crucial lesson from Sweden’s experience. A science-based regulatory framework that allows adult smokers access to regulated nicotine pouches is key to achieving a smoke-free future, while curbing growth of the black of the black market. Sweden’s success shows that empowering smokers, especially women, to switch to safer alternatives is essential to achieving Germany’s public health goals.

Event Speakers

Dr. Delon human
Global Health Advocate and former Secretary-General of the World Medical Association

Dr Delon Human is a physician and global public health expert recognised for his leadership in tobacco harm reduction and health policy innovation.

A former Secretary-General of the World Medical Association, he has advised three WHO Directors-General and the UN Secretary-General on harm reduction, ethics, and disease prevention. 

As Co-founder of the African Harm Reduction Alliance, Dr Human advocates for evidence-based nicotine policies that save lives by offering adults safer alternatives to smoking. His work bridges science, health diplomacy, and consumer choice to accelerate progress toward smoke-free societies.

Prof. Heino Stöver
Frankfurt University of Applied Sciences

Prof Heino Stöver is a leading German public health researcher and advocate for harm reduction in tobacco and drug policy. 

As Professor of Social Scientific Addiction Research and Director of the Institute for Addiction Research (ISFF) at the Frankfurt University of Applied Sciences, he has conducted extensive studies on risk-reduction approaches to smoking and nicotine use. 

Prof Stöver promotes evidence-led, pragmatic regulation that recognises the role of safer nicotine products in reducing smoking-related disease and death. His work has positioned him as one of Germany’s foremost voices on harm reduction and public health equity.

Prof. Marewa Glover
Director, Centre of Research Excellence, New Zealand

Prof. Marewa Glover is an internationally respected behavioural scientist and one of the world’s most prominent researchers in tobacco harm reduction. 

As Director of the Centre of Research Excellence: Indigenous Sovereignty & Smoking in New Zealand, her work focuses on empowering individuals and communities – particularly Indigenous peoples – to transition away from smoking through culturally appropriate harm-reduction strategies. 

Prof. Glover’s research challenges punitive tobacco control models and highlights how innovation and compassion can drive meaningful reductions in smoking globally.

Guest Contributors

Considerate Pouchers

Considerate Pouchers is an independent, international advocacy initiative representing adult nicotine pouch consumers who choose smoke-free, tobacco-free alternatives to cigarettes. Active across Europe, including the UK, Sweden and Germany, the group promotes awareness of how nicotine pouches can contribute to reducing smoking-related harm. Considerate Pouchers advocates for balanced, evidence-based regulation, encourages respectful use, and works to ensure that adults have access to safer, socially considerate nicotine options that support public health progress.

Juan Rafael Taborcía
Global spokesperson for Considerate Pouchers

Based in Madrid, Spain, Juan studied Entrepreneurship and Innovation at Universidad Francisco Marroquín.

He has represented Universidad de las Hespérides, led multiple ventures, gained experience in non-profits and think-tanks and oversaw the news section at ViOne Media.

Juan enjoys discussing innovation, policy and the future of nicotine alternatives.