Market & legal data of the tobacco alternative sector in Sweden

9th May 2024: Sweden: The national Public Health Agency has updated the list of nicotine pouches that are authorised for sale.
18th April 2024: Sweden: The Swedish Consumer Agency has filed a lawsuit against Westridge Group for the company’s marketing of tobacco-free nicotine products. The Consumer Agency is requesting that the Patent and Market Court prohibit Westridge Group from marketing nicotine pouches on TikTok. The authority believes that advertising on TikTok is particularly problematic because it is a social media platform that mainly attracts children and young people.
5th April 2024: Sweden: Parliament has approved a bill to enforce the EU-wide flavour ban on heated tobacco products (HTPs), starting 1st May 2024. The bill additionally mandates combined health warnings and information messages for products classified as smoking tobacco products. In the preparatory report for the bill, the government acknowledges the necessity for guidelines to assess whether an HTP is considered a smoking or smokeless tobacco product. Consequently, the Public Health Agency and the courts will be responsible for establishing a framework to define the characteristics that classify an HTP as a smoking or a smokeless tobacco product. It is not yet clear whether retailers will be allowed to sell their remaining stock after 1st May.
19th February 2024: Sweden: The government has agreed to introduce a bill to reduce the excise tax on snus by 20%, while increasing taxes on traditional cigarettes and smoking tobacco. According to the government’s statement, this change is expected to lead to a decrease of approximately SEK3 (€0.27) in the price of a box of snus. A spokesperson for the government clarified that the current tax on snus is significantly lower than the tax on cigarettes and smoking tobacco, as the latter is considered to pose a greater health hazard. The government has not introduced any tax increase for nicotine pouches, but proposes that it should be recalculated every year based on the change in the consumer price index.
11th January 2024: Sweden: As of 1st January 2024, heated tobacco products tax increased to SEK2,241 (€200) per kg, snus tax increased to SEK526 (€47) per kg and nicotine pouch tax increased to SEK202 (€18) per kg.
24th October 2023: Sweden: The government has notified a bill to the European Commission’s Technical Regulations Information System (TRIS) database that aims to extend the self-monitoring programme for the sale of tobacco products and e-cigarettes to tobacco-free nicotine products such as nicotine pouches. The standstill period ends on 19th January 2024.
20th October 2023: Sweden: The government has submitted a bill to the Swedish Legislative Council seeking its opinion on the implementation of the Commission Delegated Directive (EU) 2022/2100. The bill proposes to introduce a flavour ban for heated tobacco products (HTPs), and combined health warnings and information messages if these products are classified as smoking tobacco products, starting 1st May 2024. The bill delegates the responsibility of assessing whether an HTP is considered a smoking or a smokeless tobacco product to the Public Health Agency.
17th October 2023: Sweden: The government announced in the 2024 Budget Bill that it will reduce the tax on snus, while increasing taxes on cigarettes and smoking tobacco. The Ministry of Finance sent a memorandum for consultation to various organisations proposing to lower the tax on snus to SEK421 (€36) per kg, while increasing the tax on smoking tobacco to SEK2,443 (€211) per kg – which would also apply to heated tobacco products (HTPs). While the proposal doesn’t include an increase in the excise tax on nicotine pouches, it seeks to align the tax with inflation, starting in 2025, in line with the current practice for other tobacco products.
22nd September 2023: Sweden: The government has presented the 2024 Budget Bill to Parliament. It announced earlier this month that the bill aims to reduce the excise tax on snus by 20%, while increasing taxes on traditional cigarettes and smoking tobacco. There are no tax changes proposed for nicotine pouches.
6th September 2023: Sweden: The Ministry of Finance has announced that, starting November 2024, the government will reduce the excise tax on snus by 20%, while increasing taxes on traditional cigarettes and smoking tobacco. According to the government’s statement, this change is expected to lead to a decrease of approximately SEK3 (€0.25) in the price of a box of snus. The Ministry of Finance clarified that the current tax on snus is significantly lower than the tax on cigarettes and smoking tobacco, as the latter is considered to pose a greater health hazard. Additionally, the ministry confirmed that there will be no changes to the excise tax on nicotine pouches. An official bill has not yet been introduced.
3rd July 2023: Sweden: The Public Health Agency has published a report that summarises the current knowledge around the harm related to tobacco and nicotine products, including the extent of their use, health risks, and societal costs. According to the report, the use of snus, nicotine pouches, and e-cigarettes has increased in recent years. In order to safeguard young people from addiction and health risks, the agency recommends that the government implement regulations for all new nicotine and tobacco products that are similar to the legislation in place for smoking tobacco, such as bans on flavours, regulation of nicotine content, and marketing restrictions.

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