It is very interesting to see how nicotine pouches have become a symbol of a “ruthless and callous tobacco industry”. As a matter of principle, politicians, NGOs and others are now accusing nicotine pouches of being a trojan horse. A devious move that will ensure lifelong nicotine addiction for a generation of innocent young people. Are they wrong?
Trying to understand how society develops based on media articles only presents a small piece of the puzzle. For example, publicity regarding one of the worst killers in modern times – smoking – is meager. Seven million people die from smoking every year, and another million from just being around smokers. Instead, the picture in media today is clear; nicotine pouches represent the most dangerous threat to people.
We have written loads about nicotine and its risks and benefits. There is no doubt that nicotine can be as addictive as cocaine. So we don’t want people to get started on it. And we really don’t want anyone under 18 years of age to do it. That is why we enforce strict age limitations for all our online sales, as well as for our resellers. What we want is for smokers to continue enjoying their tobacco and nicotine, but with much lower risks. But something is seriously wrong with today’s debate and relentless criticism of smoking alternatives.
Is smoking an issue still?
Isn’t smoking going away? Being based in Stockholm, Sweden, it is easy to think so. Nobody smokes in public places, restaurants, offices, buses, etc. Seeing someone smoking has become an exception, something odd. If it wasn’t for a particular category – older women – Sweden would have less than 5 percent of the population smoking today. When we have visits from our international colleagues, they sometimes ask where in the office they can smoke. And the answer is “out on the street”.
But in Germany, smoking is on the rise after having falling steadily until Covid hit. In Austria, smoking is everywhere like if it was harmless. Take a country like Greece with 25-41 percent smokers (depending on source). Currently, they are planning on making nicotine pouches and vapes less attractive through higher taxes and by banning flavors other than tobacco and mint. But they are still not contemplating banning smoking which kills thousands of Greeks every year. Meanwhile, vapes and nicotine pouches kills none.
“According to Eurostat, the smoking rate in Greece rose from 38% in 2015 to 41% in 2021, while in many other EU countries, smoking rates were falling. This stands in stark contrast to Sweden, where smoking rates have plummeted and it is now on the verge of becoming smoke-free.” The Parliament Magazine
Just imagine this
Imagine if the number of people smoking keeps going down at the same rate as over the past 15 years. In the EU, the average rate of decrease can be estimated to around 0.5 percentage points per year. By 2040, the year EU aims to be smoke free, Sweden, Finland, Luxembourg, Portugal, Denmark and Netherlands will have succeeded. The rest won’t. Bulgaria will take over 50 years to get there. But also keep in mind that Germany for example was successful until Covid struck and since then, numbers are not falling. So all our estimates are based on extrapolated averages over a longer period of time.
We have seen a comeback for smoking in Hollywood productions, and perhaps the ongoing migration between regions of the world also brings with it other cultural patterns and habits, meaning that smoking will rise even in countries like Sweden. So while smoking kills 8 million people every year, the focus now seems to be on banning nicotine pouches which kills none. Shouldn’t we rather have all hands on deck when it comes to eliminating smoking once and for all?
Diagram showing an estimation of when each EU country will become smoke free.
