How non-combustible nicotine alternatives can accelerate tobacco control and harm reduction, to save millions of adult smokers’ lives.

In Sweden, almost one in four adults use nicotine daily. That is the same level of nicotine consumption as is found across Europe. Yet Sweden’s incidence of cancer is 41% lower than the European average and it suffers less than half of the tobacco-related deaths experienced by 24 of its 26 EU neighbours.