Sweden has achieved a remarkable smoking rate of 3.7%, attributing its success to promoting safer nicotine alternatives such as snus and modern pouches. The country's tobacco-related deaths are significantly lower, with a decline in smoking since 2013. Sweden's government raised cigarette taxes while lowering snus taxes, aiding in the drop in smoking rates. Experts praise the evidence-based policies that prioritize public health, contrasting it with the EU's slower progress in reducing smoking prevalence. The success of harm reduction strategies in Sweden could serve as a model for other nations. Safer nicotine products are considered crucial in reducing the harms associated with smoking worldwide.

Questions are being raised about the lack of media attention on declining youth smoking rates in several countries. While cigarette use among young people has continued to fall, public discourse often focuses more heavily on the risks of newer nicotine products. Some experts argue that this imbalance may distort perceptions of overall public health progress. At the same time, the rise of alternative nicotine products has added complexity to how trends are interpreted. The discussion reflects broader concerns about how data on smoking and vaping is communicated to the public.

Consumer advocacy groups across Europe are calling on the European Commission to reconsider its approach to harm reduction. In a joint letter, organizations argue that current and proposed policies risk limiting access to safer alternatives for adult smokers. They emphasize the importance of proportionate regulation that reflects differences in risk between products. The groups also warn that overly restrictive measures could undermine public health goals. Their appeal adds to growing pressure from stakeholders involved in the nicotine policy debate.

Instituted in 2024 to prevent a 'youth gateway effect', the Dutch ban on non-tobacco flavoured vapour products unintentionally led to a surge in youth vaping and increased cigarette consumption. The ban caused over half of consumers to turn to the black market. Legal adult vaping decreased, with many resorting to illicit channels. Cigarette consumption rose by 1%, and some former vapers returned to or increased smoking. The ban was criticized for pushing consumers towards unregulated and risky sources. The report recommends analysing real-world evidence before enforcing such prohibitive policies. Prohibition Does Not Work advocates for informed decision-making to prevent the growth of illicit markets.

A growing dispute is emerging within the European Union over the regulation and taxation of nicotine pouches. Sweden has pushed back against restrictions introduced by other member states, arguing that such measures may violate the EU principle of free movement of goods. The debate reflects wider tensions over how new nicotine products should be classified and taxed across the bloc. Differences in national policies have already led to market fragmentation and legal uncertainty. The issue highlights ongoing challenges in aligning public health objectives with internal market rules.