In the race to make Europe smoke-free, nicotine pouches have emerged as a pivotal tool for public health. However, the continent faces a regulatory crossroads. While some nations have embraced the Swedish experience, utilizing oral nicotine to drive smoking rates toward historic lows, others are constructing legislative barriers that threaten to undo decades of progress in harm reduction.
The findings of this index reveal a starkly divided Europe. High-performing nations have successfully distinguished nicotine pouches from combustible tobacco, recognizing that adult smokers require accessible, flavored, and affordable alternatives to successfully transition away from cigarettes. In these jurisdictions, consumers are empowered to take charge of their own health through clear digital and physical access.
Conversely, a wave of unfounded skepticism is currently sweeping through many European capitals. We are witnessing a trend where states misclassify these tobacco-free products as tobacco, or attempt to utilize “novel food” or medicinal classifications to enforce de facto prohibitions. These restrictive policies do not protect public health; instead, they protect the status quo of cigarette consumption by removing the most effective off-ramps for smokers.
Countries that achieved an A or A+ in this index are leading the way in European harm reduction. For citizens in these top-ranked nations, the benefits of a sensible regulatory framework are clear:
When states choose misclassification and prohibition, they fail their most vulnerable citizens. Innovation is the only viable route to a smoke-free Europe.
Global Spokesperson
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