The Swedish Experience

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The term “the Swedish experience” refers to the idea that encouraging smokers to switch from cigarettes to snus is an effective tobacco harm reduction approach.

Background

The ‘big 4’ transnational tobacco companies (TTCs) have all invested in tobacco snus and more recently nicotine pouches – which do not contain tobacco leaf and are sometimes called ‘white snus’.

Since 2008, tobacco companies have been lobbying to have the EU ban on snus sales removed, arguing that the lives of EU smokers can be saved if they are given access to less harmful tobacco alternatives.1

  • Read more about how the tobacco industry uses the concept of harm reduction to further its business goals.

The Swedish Data and the Public Health Debate

Swedish men have long had one of the lowest daily smoking rates in Europe,23 and one of the lowest rates of tobacco-related disease globally.4

In the earlier 2000s some researchers attributed the high male snus consumption for the reductions in Swedish male smoking, proposing that this proof of concept could be replicated elsewhere in the EU and achieve net health gains.567 This is the basis for the “Swedish experience” narrative widely promoted by the tobacco industry and its associates.

Others criticized this interpretation of the Swedish data, countering that strong Swedish tobacco control measures instead played a significant role in reducing male smoking prevalence (for example, Sweden was one of the first countries to introduce smoke-free spaces).891011 They argued that Swedish data demonstrated that only a small proportion of Swedish male smokers quit smoking using snus, that a number of snus users started their tobacco use with snus, and that some continued to smoke and are dual users.810

While smoking rates in Sweden have decreased steadily over time, snus use has remained generally stable.31112 According to Cancer Fonden (the Swedish Cancer Society) there is “no statistical support” to the claim that the decline in smoking in Sweden is due to the use of snus.11

In addition, use of nicotine pouches (also known as ‘white snus’) has increased, particularly among young people.31113141516

The “Swedish Experience” and the Tobacco Industry

British American Tobacco (BAT) and Japan Tobacco International (JTI) both refer to snus as “traditional oral products” and nicotine pouches as “modern oral products”.1718 Imperial Brands refers to both snus and nicotine pouches as “oral nicotine”, and nicotine pouches as “modern oral nicotine”.19 Philip Morris International (PMI, now owner of Swedish Match) refers to snus and nicotine pouches as “oral smokeless products”.20

They also use various terms relating to harm and risk.21

The TTCs promote the Swedish experience on their main websites, dedicated science sites, and in other corporate material such as press releases and annual reports.

BAT

BAT states that “the Swedish experience with snus is a case study of Tobacco Harm Reduction”, and that it provides epidemiological data that BAT believes is transferable to their “increasingly popular oral products”.22

BAT’s 2024 Capital Markets Day presentation heavily featured the Swedish experience, including the claim by Delon Human (see Third Parties below) that replicating Swedish tobacco-related mortality rates could save over 3.5 million lives in the EU within a decade.23

BAT has identified low-and middle-income countries (LMICs) as key growth markets for nicotine pouches.24 Several people claiming to be public health experts, but linked to BAT,  have been involved in promoting this narrative in LMICs, including in the African region:

  • BAT West & Central Africa’s scientific engagement manager, for new category products has promoted the company’ shift to “alternative products”25, pointing to the Swedish model as a roadmap for governments.26
  • In Kenya, BAT has urged the government to follow the Swedish model and adopt a harm reduction approach, rather than introduce marketing restrictions or raise taxes.27

PMI

In 2022, PMI acquired Swedish Match which manufactures snus and other oral nicotine products.28 The Swedish Match corporate website has a section dedicated to the Swedish experience.29

PMI also advocates for the inclusion of its smoke-free alternative products (including snus) in tobacco control strategies, using Sweden as a case study.30

PMI’s UK subsidiary Philip Morris Ltd submitted written evidence to the UK parliamentary committee in 2024, which used the Swedish experience as an example of a harm reduction approach, in order to advocate for heated tobacco products.31

JTI

Written evidence submitted by JTI to the UK parliament in 2017 emphasised the Swedish experience. It used similar arguments in 2025 when lobbying against the UK Tobacco and Vapes bill.3233

JTI uses the Swedish experience to market nicotine pouches on social media, as well as at music festivals in the UK. These adverts are typically targeted towards young people and non-smokers.34

Third Parties

Other organisations linked to tobacco companies have also promoted this narrative, including several  linked to Health Diplomats, run by Delon Human:

  • In 2023, Health Diplomats launched a ‘Smoke Free Sweden’ campaign, encouraging other countries to follow the Swedish model and adopt a  “roadmap to a smoke free society”.35
  • The Africa Harm Reduction Alliance (AHRA) was co-founded by Delon Human, and advocates for African countries to consider the ‘Swedish approach’ to tobacco control.3637 3839
  • A ‘Quit like Sweden’ campaign was launched in Brazil 2024.404142

See Delon Human for more details.

We Vape has also used the Swedish experience in a submission to the UK parliament, and advocated for the legalization of snus.43 See We Vape for details.

Relevant Links

Tobacco Tactics Resources

TCRG Research

Tobacco industry messaging around harm: Narrative framing in PMI and BAT press releases and annual reports 2011 to 2021, I. Fitzpatrick, S. Dance, K. Silver, M. Violini, T. Hird, Frontiers in Public H

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References

  1. ↑S. Peeters, A. Gilmore, Transnational Tobacco Company Interests in Smokeless Tobacco in Europe: Analysis of Internal Industry Documents and Contemporary Industry Materials, PLoS Med 2013; 10(9): e1001506, accessed April 2015
  2. ↑TNS Opinion & Social, Special Eurobarometer 385: Attitudes of Europeans towards Tobacco. Brussels: European Commission Directorate-General Health and Consumers, 2014
  3. ↑abcFalkhalsomyndigheten/Public Health Agency of Sweden, Use of tobacco and nicotine products, website, undated, accessed September 2024
  4. ↑R. Peto, A.D. Lopez, J. Boreham, M. Thun, Mortality from Smoking in Developed Countries 1950-2000. Oxford: Oxford University Press, 1994
  5. ↑C. Bates, K. Fagerstrom, M.J. Jarvis et al, European Union policy on smokeless tobacco: a statement in favour of evidence based regulation for public health, Tobacco Control 2003; 12:360-367
  6. ↑J. Foulds, L. Ramstrom, M. Burke, K. Fagerstrom, Effect of smokeless tobacco (snus) on smoking and public health in Sweden, Tobacco Control 2013; 12:349-359
  7. ↑Royal College of Physicians, Harm Reduction in nicotine addiction: helping people who can’t quit, A report by the Tobacco Advisory Group of the Royal College of Physicians, London: RCP, 2007
  8. ↑abS.L. Tomar, G.N. Connolly, J. Wilkenfeld, J.E. Henningfield, Declining smoking in Sweden: is Swedish Match getting the credit for Swedish tobacco control’s efforts? Tobacco Control, 2003; 12:368-371
  9. ↑S. Wamala, Free trade of Swedish moist snuff in the EU: Reflections from the Swedish National Institute of Public Health, 2009
  10. ↑abL. Holm, J. Fisker, P. Puska, M. Halldorsson, Snus does not save lives; Quitting smoking does!, Tobacco Control, 2009; 18:250-251
  11. ↑abcdCancer Fonden/Swedish Cancer Society, Swedish Tobacco Policy: Key learnings to decrease smoking and challenges that lie ahead, 2023
  12. ↑Physicians for a Smoke-Free Canada, Fact checking the “Swedish Experience”, website, 22 July 2024, accessed September 2024
  13. ↑L. Ermann, L. Klefbom, Swedish tobacco policy: Key learnings to decrease smoking and challenges that still lie ahead, Tobacco Prevention and Cessation, 2024
  14. ↑A Non Smoking Generation, The Swedish Experience: Creating a new generation of nicotine users, 2024. Available from nonsmoking.se
  15. ↑A Non Smoking Generation, New report: “The Swedish Experience” is creating a new generation of nicotine users, press release, website, 30 April 2025, accessed May 2025
  16. ↑World Health Organisation, Have you heard of white snus? A Swedish tobacco control activist rings the alarm, 29 May 2024, accessed May 2025
  17. ↑British American Tobacco, Modern oral, website, accessed May 2025
  18. ↑Japan Tobacco International, Reduced Risk Products: Oral Products, website, accessed March 2025
  19. ↑Imperial Brands, Our Next Generation Products, website, undated, accessed March 2025
  20. ↑Philip Morris International, Oral smokeless products, website, accessed April 2025
  21. ↑I. Fitzpatrick, S. Dance, K. Silver et al, Tobacco industry messaging around harm: Narrative framing in PMI and BAT press releases and annual reports 2011 to 2021, Frontiers in Public Health, 18 October 2022, doi:10.3389/fpubh.2022.958354
  22. ↑British American Tobacco, Science and Innovation Report 2020/21, June 2021. Available from bat.com
  23. ↑Kingsley Wheaton, Dr. James Murphy, Flora Okereke/ British American Tobacco, Building a Smokeless World Sustainable Future, Capital Markets Day, webcast, 16 October 2024, available from bat.com
  24. ↑Nicotine Pouches, Tobacco Tactics, 13 November 2023, accessed February 2025
  25. ↑A. Puddicombe, A smoke-free Cameroon: Sweden’s achievement offers a blueprint for success, The Guardian Post, 6 January 2025, accessed February 2025
  26. ↑A. Puddicombe, A smoke-free Cameroon: Sweden’s achievement offers a blueprint for success, The Guardian Post, 6 January 2025, accessed February 2025
  27. ↑The Star, The science of reducing harm caused by tobacco, 26 January 2024, accessed February 2025
  28. ↑Tobacco Tactics, Philip Morris International, Tobacco Tactics Website, 23 January 2025, accessed March 2025
  29. ↑Swedish Match, The Swedish Experience, Swedish Match website, accessed March 2025
  30. ↑Philip Morris International, Sweden Could Become The First Country To Leave Cigarettes Behind For Good- Factsheet, 4 July 2023. Available from https://www.pmi.com/media-center
  31. ↑Philip Morris Ltd, Written evidence in response to Tobacco and Vaping Bill call for evidence, 10 May 2024, available from bills.parliament.uk
  32. ↑Japan Tobacco International, Committee Stage consideration of the Tobacco and Vapes Bill, 14 January 2025, available from bills.parliament.uk
  33. ↑UK Parliament Committees, Written evidence E-cigarettes inquiry, UK Parliament website, accessed March 2025
  34. ↑Orebro Universitet, Using Swedish nature to market nicotine pouches to young women and non-smokers in the UK, Medical Xpress website, 8 October 2024, accessed February 2025
  35. ↑Smoke Free Sweden/D. Human, A. Milton, K. Fagerström, The Swedish Experience: A roadmap for a smoke-free society, March 2023, accessed June 2023
  36. ↑Tobacco Tactics, Just Managing Consulting, 6 March 2024, accessed April 2025
  37. ↑Joseph Magero, What Drove Sweden’s Smoke-Free Story, and What Should Kenya Emulate?, 28 February 2025, accessed April 2025
  38. ↑Africa Harm Reduction Alliance, Quit Like Sweden to save millions of smokers’ lives, experts urge SA lawmakers Johannesburg 1 May 2023, 3 May 2023, accessed April 2025
  39. ↑M. Kimotho, Kenyans urged to embrace Sweden’s smoking model that will help them quit, ntv Kenya website, 5 April 2023, accessed February 2025
  40. ↑Quit Like Sweden, Quit Like Sweden Launch, event invitation, accessed November 2024
  41. ↑‘Quit Like Sweden’ Global Effort Takes Off, Tobacco Reporter, 12 April 2024, accessed November 2014
  42. ↑S. Castro, O Brasil deve seguir as licoes da Suecia que salvam vidas, Poder 360, 22 April 2024, accessed November 2024
  43. ↑We Vape, Written evidence submitted by We Vape consumer advocacy group, 28 January 2025, available from bills.parliament.uk

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