A growing wave of public engagement is surging across Europe as citizens unite to defend their right to choose safer alternatives for nicotine consumption. A recent survey made by a Swedish vendor revealed that a significant 91% of respondents would have negative sentiments towards continued EU membership if nicotine pouches faced hefty tax increases, with 80% expressing disapproval of potential EU flavour bans on nicotine products.
The survey targeted actual consumers at the act of purchasing the product: while this may not fulfill the criteria for an independent statistical sample, it’s yet another example that this is an issue that awakens strong sentiments among Sweden’s 1 million snus/nicotine pouch users and one should not underestimate their resolve and the urgency of the matter.
In recent years, discussions surrounding tobacco-free alternatives have gained traction, and we are now slowly approaching a crucial moment for EU legislative initiatives concerning taxation and product regulation. The Swedish government faces mounting pressure to defend nicotine pouches as a country where about a tenth of the electorate uses oral nicotine products, has fewer smokers than any other EU Member State, and is at the forefront of realizing tobacco-harm reduction related to smoking. Sweden has already managed to reduce the morbidity and mortality associated with smoking by allowing higher-risk combustible tobacco products to be substituted by widely available and competitively priced lower-risk products.
One of the many stakeholders that has taken action on this issue is Snusbolaget.se, an online vendor of oral nicotine products that decided to create a platform for users to express their opinion and show support for nicotine pouches. Snusbolaget emphasizes that safeguarding choice is vital for public health, pointing to Sweden’s achievements in reducing smoking-related mortality partly through the use of nicotine pouches.
This platform has taken the shape of a petition that in weeks have gained the support of more than 10 000 people.
The first concern raised in the petition is the risk of severe tax increases on nicotine pouches, as users anticipated the possibility of very high levels of EU minimum tax levels as proposed by the EU Commission in a leaked draft proposal in 2022. While traditional tobacco snus remains unaffected, the potential tax burden on the newer alternative with reduced harm compared to smoking tobacco raises concerns for several reasons. Snusbolaget argue that taxes that have little or no connection to actual risk could create economic disincentives and curb motivation for nicotine users about to make a switch to a low risk product. This would have a negative effect on the harm reduction potential for nicotine pouches as direct result of a repressive excise regime. At a European scale, with over 80 million smokers, any alternative that provides a significant risk reduction should be encouraged in order to enable a more effective strategy based on tobacco harm reduction.
Beyond taxation, the focus also lies on combating flavour bans. EU discussions are ongoing regarding potential restrictions on flavours deemed attractive to young consumers. Snusbolaget.se counters this move by highlighting its sales data, which reveals no significant variations in flavour preferences among different age groups. They emphasize that flavors like strawberry, mint, and orange are enjoyed across people of all ages with no major distinction. This shows that the present system with a more general set of rules for marketing, in particular restrictions on marketing to minors fulfills it purpose in an effective way.
A central pillar of Snusbolagets’s argument is that their product is not solely about nicotine but rather about reducing the risks associated with smoking. If the EU aims to tackle tobacco-related mortality effectively, the wide availability of alternative products Sweden is experiencing serves as a positive example of how snus, and oral tobacco more in general, can help achieve this goal.
We at pouchforum.eu share the concern that nicotine pouches might not get due attention and that the upcoming legislation will not recognize the reduced risk compared to combustible tobacco products. We do not oppose taxation but we consider that any use of tax instruments should not put the category out of reach of smokers that choose reduced risk alternatives.
For anyone that is interested in signing the petition it can be found here. Stå upp för snuset i EU | Snusbolaget.se