Engaged Citizens Are Not Tobacco Puppets

As the EU now discusses sharply increased taxes on tobacco and nicotine products, the debate has become intense. According to an article in Politico, thousands of comments have poured in to the EU. An overwhelming majority express criticism of the tax hikes, using arguments such as risk reduction and concern about illegal trade. The article suggests that this engagement is the result of organized campaigns by the tobacco industry rather than genuine public opinion. 

But is it really that simple? Dismissing thousands of EU citizens as “pro-industry spam” overlooks the real grassroots movement that has emerged among former smokers in Europe—for example, in countries like Sweden, where snus and nicotine pouches have been crucial in reducing smoking to record-low levels. Sixty percent of nicotine pouch customers at Snusbolaget.se are former smokers. Nearly 50 percent of snus users are former smokers. And we know they are proud of what they have achieved. 

Public Health and Personal Engagement 

Many of those participating in the debate are in no way tobacco industry puppets, but critical customers—we know this—who quit smoking thanks to snus, nicotine pouches, or vapes. For them, the issue of access and reasonable taxation of less harmful alternatives is a matter of life—and of the right to keep the tool that helped them quit smoking. 

The EU’s plan to impose high taxes on these products risks driving people back to cigarettes, something public health experts and consumer organizations warn against. Sweden’s experience shows that a differentiated tax—where snus is taxed lower than cigarettes—has been crucial in achieving the world’s lowest smoking rates and, consequently, the lowest tobacco-related mortality. 

A Citizens’ Movement, Not Lobbying 

It is true that all companies are highly affected by political decisions—just as their customers are. But the fact that thousands of citizens, former smokers, are engaging in the debate is a sign that the issue strikes a deep chord. Many have personal experiences of how snus or nicotine pouches have improved their health and quality of life. The customer service team at Snusbolaget.se knows this well, as they hear customers’ concerns every day. Dismissing their voices as “spam” fuels political disillusionment and, in particular, anti-EU sentiment. 

Let’s not forget that the snus exemption tipped the scales in Sweden’s EU referendum in 1994. Nicotine pouches are the snus of 2025. 

Harness the Engagement 

The EU’s ambition to reduce smoking is important and necessary. But policy must be based on facts and real experiences—not on prejudices about who is engaging. Former smokers who have successfully quit are the most important resource in the fight for better public health. They show the way to quitting smoking. Their commitment to preserving access to attractive, affordable, and less harmful alternatives is 100 percent genuine and must be taken seriously—not dismissed as propaganda.