Thousands of Swedes have submitted comments on the EU’s forthcoming regulations on snus and other nicotine products. The Swedish Snus Users’ Association now wants this engagement to carry over into the Swedish election campaign – and for the next government to champion consumers’ interests in Brussels.
The European Commission is preparing a review of the EU’s rules on tobacco and nicotine products. Over the spring, the issue has also mobilised an unusually large number of Swedish members of the public.
In the first consultation, known as a ‘Call for Evidence’, over 4,000 responses were received from Sweden. When Vejpkollen previously reviewed the Swedish consumer responses, there were repeated calls for clearer product regulations and age checks, but also clear opposition to, amongst other things, flavour bans and other restrictions on smoke-free nicotine products.
The National Snus Users’ Association now wants these views to carry political weight when Sweden goes to the polls in September.
– These are people who have voluntarily taken the time to familiarise themselves with an EU process and make their voices heard. That comes with a responsibility. When the Commission asks for views, it must also be prepared to take them seriously,’ says Samuel Lundell, chair of the Swedish Snus Users’ Association.
White snus set to feature in the election debate
This move comes at a time when white snus has taken on a more prominent role in the Swedish political debate in the run-up to the election.
Recently, Social Democrat Kenneth G. Forslund and Nataša Stojković, chair of the Food Workers’ Union, called on the next government to draw up a national strategy for traditional snus and nicotine pouches. Among other things, they want Sweden to work towards EU regulations that would make it possible to sell white snus on the European market.
One of the reasons for this is the growing economic importance of nicotine pouches. According to a report by the Swedish Food Federation, around 10,000 Swedish jobs are linked to the snus and nicotine pouch industry, whilst exports of snus and nicotine pouches amounted to 6.9 billion kronor in 2025.
Mixed messages about future regulations
At the same time, opinions differ on how these products should be regulated.
In the EU consultation, several Swedish public health organisations have called for a ban on flavours, plain packaging, stricter marketing rules and a more uniform regulatory framework for various nicotine products.
The Swedish Snus Users’ Association takes the opposite view and wants the regulations to take greater account of the differences in risk between cigarettes and smokeless nicotine products.
– “The EU must not make the mistake of equating all nicotine products with cigarettes. The Nordic countries have experience from which the rest of Europe has much to learn. Furthermore, the strong engagement in the consultations shows that consumers expect to be listened to,” says Samuel Lundell.
