New report: “The Swedish Experience” is creating a new generation of nicotine users

The tobacco industry promotes the concept of harm reduction and refers to the Swedish experience as the ideal for other European countries to follow. The insufficient regulation of snus and new nicotine products in Sweden is praised for reducing smoking rates, when in fact it is creating a new generation of nicotine users. A new report by the Swedish organization A Non Smoking Generation reveals that nicotine use among Swedish youths is higher than ever and their exposure to nicotine ads as well as access to nicotine products continues to increase.

The new report “The Swedish Experience: Creating a new generation of nicotine users”, by the Swedish non-profit organization A Non Smoking Generation, shows that current Swedish regulation of “tobacco-free” nicotine products fails to protect children and youth. Seven out of ten Swedish minors state that nicotine pouches and e-cigarettes are easily accessed, and the share of minors stating that they often see nicotine ads in social media has increased significantly since 2023 – even though it is illegal to market these products to youth under the age of 25. The result is, according to national surveys, that 65 percent of Swedish youth aged 17-18 years have tried at least one nicotine product, and that the total nicotine consumption among the population is increasing.

– The tobacco industry claims that the Swedish tobacco policy is a public health success that saves the population from smoking, when the incoherent and weak regulation of snus and new nicotine products in fact is creating a new generation of nicotine users among our children and youth, says Helen Stjerna, Secretary-General A Non Smoking Generation, in a press release.

During the last years, A Non Smoking Generation has worked hard to affect Swedish policy makers to act in favor of children´s health. Since necessary measures remains conspicuously absent the organization now turns to EU for help. Several countries, for instance Belgium and France, have prohibited nicotine pouches and e-cigarettes to protect young people from harmful nicotine addictions. To put pressure on the Swedish government and preventing a nicotine epidemic from spreading across Europe – the organization appeals to the European Commission to include all new nicotine products in the Tobacco Products Directive.

– The passivity of the Swedish government is incomprehensible considering the alarming rise in both nicotine use and mental illness among young people. Our children deserve to be protected from all nicotine products, which are extremely harmful to the young brain, says Helen Stjerna.

A Non Smoking Generation urges policy makers in Sweden and the EU to classify all nicotine products, that are not approved nicotine replacement therapy, as tobacco. This would lead to higher taxation and stricter regulation of both nicotine pouches and e-cigarettes, which is scientifically proven to reduce accessibility, exposure and use among young people. With this new report, the organization aims to share the true “Swedish Experience” and provide other European countries with policy recommendations to prevent them from repeating Sweden´s mistakes.

– If we can influence EU to take responsibility in this area, we can help protect young people all over Europe and force Swedish policy makers to face and address the problem. It is time to protect the health and sustainability of future generations prior to the export markets and profits of the tobacco industry, says Helen Stjerna.

For more information about the report, please contact:

Helen Stjerna, Secretary-General A Non Smoking Generation: helen@nonsmoking.se, 073-339 36 44