BACKGROUND AND IMPLEMENTATION CHALLENGES: In 2016 the Swedish tobacco industry launched the "tobacco free" white snus. By calling their new nicotine products "tobacco-free" the tobacco industry managed to circumvent the Swedish tobacco laws such as marketing ban, ban on flavours, age limit for buying, smoke-free environments, permits for selling and excise duty. The tobacco industry was thereby able to reach vulnerable adolescents with effective influencer marketing and free samples in social media, at festivals, and other youth events. The new nicotine products have been presented as harmless products, featuring attractive designs and appealing flavors. Since they are not classified as tobacco and lack excise duty, they are also very affordable and easy to access by youth. The result of the tobacco industry's strategies is a dramatic increase in nicotine use among minors in Sweden. It is also important to note that not only the use of new nicotine products is increasing but also the use of combustible cigarettes.
INTERVENTION OR RESPONSE: By engaging youth and examining their experiences, attitudes, and knowledge, we have managed to shed light at this alarming and unacceptable development. In addition to recurring and extensive surveys, we have also conducted innovative fact-based awareness campaigns, advocacy initiatives, and political lobbying to stop the tobacco industry's recruitment of youth and minors. This advocacy work eventually resulted in a new law in 2022, regulating tobacco-free nicotine products.
RESULTS AND IMPACT: Since our government chose to regulate the tobacco industry's new products under a new and less comprehensive law, it has now become evident that this law is insufficient to protect children and young people. In our latest surveys, we see that young people's access to and use of new nicotine products continues to increase.
CONCLUSIONS: To protect youth we need to fully implement the WHO FCTC article 5.3 and regulate and tax all tobacco industry products as tobacco.