The Nicotine Revolution: Lessons from Sweden

On September 18th, Smoke Free Sweden released a groundbreaking report titled The Safer Nicotine Revolution: Global Lessons, Healthier Futures – Sweden as the Case Study. The findings shine a spotlight on Sweden’s remarkable success in reducing smoking rates and saving lives through harm reduction. 

Sweden’s Success Story 

Sweden has done what many other countries only dream of: driven daily smoking rates down to just over 5%. That’s the lowest in Europe, and the health results are undeniable: 

• 60% lower lung cancer rates in men compared to the EU average. 
• One-third fewer cancer deaths overall. 
• Huge drops in cardiovascular risk for those who switch from cigarettes to smokeless alternatives like snus. 
• An estimated 3,000 lives saved every year because of this approach. 

This isn’t a coincidence. Sweden’s embrace of safer alternatives—rather than just bans and restrictions—has proven that when people are given better choices, public health improves. 

A Global Pattern 

• Sweden isn’t the only country showing results. The report also highlights: 
• Japan, where heated tobacco products have dramatically cut cigarette sales. 
• New Zealand, where vaping has driven smoking rates to record lows. 
• The UK, where e-cigarettes are integrated into quit-smoking services with measurable success. 

The pattern is clear: when safer nicotine alternatives are accessible, smoking declines—and so does smoking-related disease. 

An Unclear Future 

But the report isn’t just a celebration of progress—it comes with a serious warning. Proposed changes to EU tax rules could increase the price of nicotine pouches in Sweden by a staggering 700%. If safer products become unaffordable, it risks undoing decades of progress and sending people back to smoking. 

The Takeaway 

The lesson from Sweden is simple but powerful: harm reduction works. By making safer nicotine products available and accessible, countries can dramatically reduce the toll of smoking. But policymakers must be careful not to undermine that success with regulations or taxes that push people back toward cigarettes. 

👉 You can read the full report here: The Safer Nicotine Revolution (PDF)