Sweden’s 200-year-old snus tradition endures under an EU exemption, and is credited with cutting smoking rates to 5.4% — the bloc’s lowest. Photo credit: Lisa Risager, CC2.0.
Sweden is urging several European Union member states to lift their bans on nicotine pouches, warning that the restrictions risk repeating the EU’s decades-old prohibition on traditional Swedish snus.
Stockholm has sent formal letters to France and Spain, arguing that their national bans violate the EU’s principle of free movement of goods, according to documents seen by Euractiv. The appeal comes as more countries move to restrict or outlaw the fast-growing category of tobacco-free nicotine products.
Snus, a moist oral tobacco product with a 200-year history in Sweden, has been banned across the EU since 1992. When Sweden joined the bloc in 1995, it secured an exemption to continue selling snus domestically, where it is regarded as a cultural staple and credited with helping drive smoking rates down to 5.4% — the lowest in the EU.
Nicotine pouches, often called “white snus,” emerged in 2014 as a tobacco-free alternative. They contain only nicotine and are increasingly popular among younger consumers. Their rise has sparked concern in Europe, leading Belgium, France, the Netherlands, and Spain to impose complete bans. At least 7 other countries have enacted or are weighing severe restrictions.
According to Euractiv, France resolved its dispute with Sweden after clarifying that its proposed ban applies only to products intended for domestic sale, not those passing through the country. However, observers say the growing number of national bans could push the European Commission to consider an EU-wide prohibition during next year’s review of the Tobacco Products Directive (TPD).
“Countries that have already imposed bans will push for others to follow suit, otherwise their markets will be flooded with nicotine pouches through cross-border shopping,” one source told Euractiv.
Health commissioner Olivér Várhelyi recently noted a similar pattern with flavored vape bans, saying, “If a critical number of member states introduce bans like this, we will, of course, also have to consider this at a European level.”
Documents published by the pro-nicotine platform Clearing Air EU suggest that the EU’s position for next month’s WHO Framework Convention on Tobacco Control (FCTC) meeting includes support for tougher rules—or even a ban—on nicotine pouches, citing youth protection concerns.
Swedish MEP Charlie Weimers argued that while nicotine pouches are not risk-free, they are a less harmful alternative to smoking. “Banning nicotine pouches outright, as France, Belgium, and some other countries have done, is unwise because it ignores the harm reduction perspective,” he said.
Public health advocates disagree. Gijs van Wijk of the Smoke Free Partnership said the EU’s ban on snus was justified and warned that youth use of nicotine pouches is rising rapidly in Sweden. “Among 17-year-old Swedish students, nearly one in three (29%) currently use nicotine pouches,” he said. “Among 15-year-olds, the rate is 16%. Youth use of nicotine products is accelerating at a dangerous pace, driven by products deliberately designed and marketed to attract the next generation.”