The best way to reduce the harm from smoking is to quit altogether. However, for smokers who are unable or unwilling to quit, switching to alternative nicotine products can be life-saving, as we have seen in the case of Sweden.

Why are we raising awareness of this?

We believe that smokers should have access to viable alternative nicotine products with significantly lower negative health effects compared to cigarettes.

For years, we have advocated for scientific evidence to play a more significant role in the development of policies aimed at reducing smoking. The progressive approach of Sweden is distinct and enables us to call for the inclusion of empirical evidence in that debate as well.

The WHO has yet to take a similar approach, even though harm reduction is explicitly recognised in the Framework Convention for Tobacco Control. Ensuring that alternative nicotine products are acceptable, accessible, and affordable will be paramount to ensure that other countries can replicate Sweden’s success.

Who are we?

Smoke Free Sweden is a global movement championing a future free from cigarette smoking. Inspired by Sweden’s world-leading progress, we promote a pragmatic, evidence-based approach to tobacco harm reduction: helping smokers quit completely wherever possible and ensuring that those who cannot or will not quit have access to significantly less harmful alternatives. We bring together research, real-world evidence and public health advocacy to show how smarter policy can save lives. Our mission is to share the Swedish experience with the world and encourage governments to adopt science-led strategies that reduce smoking, disease and premature death.