EU Tax Hike Threatens the Swedish Miracle with Punitive Taxes

Considerate Pouchers has aligned with a cross-border alliance of consumer advocates in an urgent appeal to Swedish officials to block the current draft revision of the EU Tobacco Excise Directive (TED). With the Working Party on Tax Questions scheduled for February 25, the proposed framework has shifted from a regulatory update to a direct financial strike against individuals seeking smoke-free alternatives.

The revised draft completely disregards established health evidence in favor of an aggressive tax-first agenda. By branding tobacco-free alternatives as an “inherent public health danger,” the proposal revives the discredited “gateway” myth, falsely suggesting that cleaner products act as a bridge to cigarettes. Most concerning is the Presidency’s push to escalate the minimum excise duty which would see pouch prices skyrocket. In the EU Member States that currently do not tax pouches at all (including several major markets), this will represent a huge increase from zero to €107/kg. The EU is trying to force everyone into the higher end of the scale, as currently 6 countries tax at €50/kg or below. This new rate will trigger an excise duty increase in 10 Member States that already tax pouches.

The most dramatic impact. Currently at ~€19/kg, Sweden would see a nearly 600% increase to reach the €107 minimum.

Juan Taborcía, Global Spokesperson of Considerate Pouchers, commented:

“Such a tax hike on something actually helping people quit cigarettes. Think about that. They aren’t trying to save your lungs; they are trying to save their own budget. This massive tax hike isn’t a health plan; it’s a punishment for being independent.”

The proposed directive also grants Member States broader powers to implement flavor bans and category-specific prohibitions. Considerate Pouchers warns that these measures, combined with inflated prices, will not reduce nicotine use. Instead, they will drive consumers toward unregulated black markets and back to combustible tobacco.

The organization is calling on Sweden to lead the charge by vetoing a directive that prioritizes tax quotas over the health and autonomy of European citizens.