As several European countries introduce tougher rules against nicotine pouches and vejpning, an international backlash is emerging. Now the organisation Considerate Pouchers is launching a campaign to persuade Swedish politicians to preserve the Swedish model for smoke-free nicotine.
- Sweden is a role model. This is one of the few countries where they have actually managed to seriously reduce smoking," Juan Rafael Taborcía from the organisation told Vejpkollen.
For most lobby groups, the message is about changing legislation. For Considerate Pouchers, the message is almost the opposite.
- "Our message to Swedish politicians is really quite simple: don't change a system that works," says Juan Rafael Taborcía, global spokesperson for Considerate Pouchers to Vejpkollen.
“A blueprint for harm reduction”
Considerate Pouchers works internationally on issues related to nicotine pouches and other smokeless nicotine products from a consumer perspective. According to Juan Rafael Taborcía, Sweden is seen as something of an ideal among many users in Europe.
- The Swedish model is a kind of blueprint for harm reduction in the nicotine market. There is variety, flavours and relatively good access to the products, while at the same time there are clear age limits and rules on sales to young people. The result is that smoking has fallen sharply," he says.
The organisation now runs the campaign “The Swedish success story”, calling on Swedish politicians to pledge to preserve the fundamentals of current Swedish nicotine policy ahead of the 2026 elections.
- We do not want to liberalise everything. It is not about anarchy. But Sweden has had a pragmatic policy where, to a certain extent, it has listened to what consumers actually need in order to leave cigarettes behind. That is what we want to protect.
Reacting to developments in Europe
The background to the campaign is the developments now taking place in several European countries.
France has recently introduced far-reaching restrictions on nicotine pouches. Spain is discussing significantly lower nicotine limits and in other countries both flavours and sales have been severely restricted.
- "Some countries are much tougher on nicotine pouches and vapes than on cigarettes. To me, this is completely absurd," says Juan Rafael Taborcía.
He believes that the difference between Sweden and many other European countries is clearly visible in everyday life.
- What strikes me when I visit Sweden is that almost nobody smokes anymore. I never get cigarette smoke in my face at bus stops, outdoor cafés or in parks. In many other countries, it is still quite normal to smoke everywhere.
“In Sweden you see snuff boxes instead”
According to Juan Rafael Taborcía, the difference is particularly marked compared to his home country, Spain.
- There, cigarette packets are on the tables everywhere and smoking is still a big part of the culture. In Sweden, I see snuff boxes next to the coffee cup instead. To an outsider, the connection seems quite obvious.
At the same time, he describes the European nicotine debate as increasingly polarised.
Although many researchers believe that smokeless nicotine products pose significantly lower risks than cigarettes, the debate is often characterised by conflict over industry links, lobbying and the perception of harm reduction.
- For us, this is fundamentally about consumers. Many people who use nicotine pouches or vapes today are former smokers. So we also need to listen to why people actually choose these products," says Juan Rafael Taborcía.
Concerns about the future in Sweden
Although Sweden is often highlighted internationally, he believes that the development is not self-evident.
- If Swedish politicians suddenly choose a different path, this model could change very quickly. Therefore, we think it is important that the issue is discussed before new rules are introduced.
At the same time, he sees some positive signals in Swedish politics.
- "It's clear that parties that were previously very negative about nicotine pouches and vapes are now starting to nuance their views. The debate is different today compared to just a few years ago," says Juan Rafael Taborcía.
At present, the petition has just over 7000 signatures. Considerate Poucherns will also have activities during Almedalen Week.
