Nine of Denmark's most influential health organisations have joined forces in a campaign calling for an end to tobacco and nicotine sales by 2035. The organisations behind the call include the Danish Cancer Society, the Danish Medical Association, the Danish Heart Association and the Danish Lung Association, and they make no distinction between the actual harm caused by nicotine products.
Posters, adverts and joint opinion pieces are currently being distributed throughout Denmark under the slogan "A Denmark completely free of tobacco and nicotine". Backed by nine major health organisations, the campaign calls for a political decision to end all sales of tobacco and nicotine products by 2035, with advertisements, opinion pieces and social media messages urging politicians to "go beyond harm reduction and remove the cause".
A clear vision
The campaign was kicked off with an opinion piece in the independent news site "Altinget" on 10 September, and is also reproduced on Cancer.dk. In it, the organisations describe their vision of a Denmark where no tobacco or nicotine products are sold as consumer goods. They argue that current measures - tax increases, advertising bans and information campaigns - are not enough to protect future generations.
"Our children and young people deserve to grow up without smoke and nicotine. Yet products that cost the lives of 16,000 Danes every year are freely on sale - and every day new children and young people get hooked," said Jesper Fisker, Director General of the Danish Cancer Society, in the campaign's press material.
16 000 deaths each year
According to data from the Danish Cancer Society, around 16 000 people die in Denmark every year as a result of tobacco, while many more live with chronic diseases such as cancer, COPD and cardiovascular diseases. At the same time, statistics from the Danish Health Authority show that the use of nicotine products among young people is increasing, even though traditional cigarette smoking continues to decline.
Vejpkollen previously reported on research showing that switching from cigarettes to vejp has major public health benefits. The use of e-cigarettes is considered by a fairly collective body of researchers to reduce the harms of nicotine use by almost 95 per cent compared to smoking, across factors such as individual health, medical needs, passive impact on the environment and incidents such as fires and subsequent damage to infrastructure.
Instead, the organisations interpret this development as a warning sign and demand that the sale of all nicotine products - including e-cigarettes and nicotine pouches - be gradually phased out. Their goal is a Denmark where no new generation starts using nicotine at all, and that only pharmaceutical-grade nicotine should remain on the market.
Half the population supports the target
The campaign is supported by an Epinion opinion poll commissioned by the Danish Cancer Society. According to the survey, about half of Danes support the idea of a total ban on the sale of tobacco and nicotine products by 2035. Support is strongest among voters of centre and left-wing parties, but according to the survey, centre-right voters are also in favour of stricter rules.
The campaign materials liken the initiative to previous Danish public health successes - such as the bans on trans fats and leaded petrol.
"What was once considered radical may later appear obvious," the organisations write in their submission.
New laws already in place
While the campaign is underway, Denmark has introduced several new laws in 2025 that tighten the rules on both tobacco and nicotine. Flavoured products are already banned, nicotine content in pouches is limited to nine milligrams, and all packaging must be standardised and carry health warnings.
The government has also announced plans to reduce the number of outlets - a process that is part of the national plan 'Cancer Plan V'.
It is not yet clear what the Danish government's position is on the proposal. Social Affairs Minister Sophie Løhde has previously said she wants to protect the next generation from nicotine addiction, but has not commented on the campaign's call for a total ban.
