Meanwhile in Sweden, the popularity of nicotine pouches has surged since their launch to market in 2016. In the country with the longest history of snus use, many Swedes are switching to pouches. The combination of snus and the uptake of pouches was likely key to Sweden’s unparalleled achievement of smoke-free status in November 2024.

Despite these positive signs, regulators are circling, particularly in Europe, with bans either in force or planned in several member states. The EU is reportedly considering bringing the products under the revised TPD and tax directive, making this a critical time for accurate communication on how these products can reduce the harms from smoking.

Our host Martin Cullip, International Fellow of the Taxpayers Protection Alliance and avid consumer advocate, will be joined by Anna Franzén, an expert in clinical research who leads nicotine technology company Emplicure’s regulatory strategy research; Mark Oates, the director of consumer advocacy organisations We Vape and the Snus Users Association; Cecilia Kindstrand, regulatory expert and Director of Public Affairs for Swedish Match; and Barnaby Page, editorial director of Tamarind Intelligence (the publisher of Tobacco Intelligence) who has reported widely on the regulatory state of safer nicotine products.