Swedish Success Can’t Be Ignored
Following the news that Sweden has hit official smoke free status, the World Vapers' Alliance says the nation is an example that the European Union can no longer ignore
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by Dave Cross
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The World Vapers' Alliance describes Sweden reducing its smoking rate to just 5.3% an achievement and a “remarkable milestone”. It says that while other countries will struggle to meet this goal by 2040, and that the European Union as a whole is projected to miss this target by 60 years, the country’s use of reduced harm nicotine products is an example that the European Union can no longer ignore.
Michael Landl, Director of the World Vapers' Alliance, praised Sweden’s achievement: “Sweden’s success is a clear result of its sensible and science-backed harm reduction approach. Instead of demonising less harmful alternatives like snus, nicotine pouches, and vaping, Sweden embraces these products and regulates them based on risk. This approach has saved countless lives and provides a roadmap for the European Union. It’s time for the European Union to follow Sweden’s lead to reduce smoking rates across Europe.”
Findings:
- Sweden's overall smoking rate declined from 5.6% in 2022 to 5.3% in 2024
- Sweden’s overall male population (4.9%) and people born in Sweden (4.9%) are smoke-free
- Overall nicotine consumption increased from 18.5% in 2022 to 20.2% in 2024
Sweden’s strategy includes a progressive stance on harm reduction: Snus, nicotine pouches, and vaping products are accessible, and for example, snus is taxed proportionally to its risk, unlike in many European Union countries where these products are heavily restricted or banned. This risk-based approach has enabled smokers to transition to less harmful products, contributing significantly to Sweden's record-low smoking rate.
The World Vapers’ Alliance is urging the European Union to abandon its restrictive approach towards novel nicotine products and instead adopt Sweden’s consumer-friendly, evidence-based strategy. This approach has clearly demonstrated its effectiveness in rapidly reducing smoking rates and improving public health outcomes across the nation.
The World Vapers’ Alliance says it amplifies the voices of vapers worldwide and empowers them to make a difference in their communities.
“Our members are vapers associations as well as individual vapers from all over the world,” it comments.
Michael Landl is the director of the World Vapers’ Alliance. He is from Austria and is based in Vienna. He is an experienced policy professional and a passionate vaper. He studied at the University of St. Gallen and worked for several public policy outlets and as well in the German Parliament.
Dave Cross
Journalist at POTVDave is a freelance writer; with articles on music, motorbikes, football, pop-science, vaping and tobacco harm reduction in Sounds, Melody Maker, UBG, AWoL, Bike, When Saturday Comes, Vape News Magazine, and syndicated across the Johnston Press group. He was published in an anthology of “Greatest Football Writing”, but still believes this was a mistake. Dave contributes sketches to comedy shows and used to co-host a radio sketch show. He’s worked with numerous start-ups to develop content for their websites.
