Sweden’s Finance Minister Slams Proposed EU Tax on Nicotine Pouches
10th Jul 2025
On July 8, Sweden’s Finance Minister Elisabeth Svantesson took to X (formerly Twitter) to sound the alarm over the new tobacco directive reportedly being prepared by the European Commission. The directive includes a dramatic tax increase on nicotine pouches – but what’s also raising concern is that the tax revenue would no longer go to the member states, but directly to the EU.
“It appears that the Commission’s proposal would result in a major tax hike on nicotine pouches, and they also want the tax revenue to go to the EU rather than to Sweden,” Svantesson wrote.
This would be the first time the EU proposes a direct tax flowing into its own budget, bypassing the national governments. Such a move would not only be a historic power shift – it would also mark a significant step toward increased supranational control.
“The European Commission is cleverly using the moment to satisfy the fifteen member states who are loudly demanding this proposal – and using that as a pretext to sneak in more power for the EU. It’s a Trojan horse that threatens both national sovereignty and public health across Europe. The EU gains more control – and millions of smokers may pay with their lives,” says Markus Lindblad, Head of Communications at Pouch Patrol.
The directive is a direct threat to Sweden’s right to shape its own public health policy – and a clear transfer of power from national governments to Brussels. The Swedish government has strongly opposed the proposal and has already reached out to relevant Commissioners.
“For us, it’s obvious that tax revenue should benefit Sweden – not EU bureaucracy,” Svantesson emphasized in her thread.
A Proposal With Serious Consequences
If the Commission succeeds in pushing the directive through, the consequences could be dire: increased smoking, more tobacco-related deaths, and diminished national sovereignty across Europe. Nicotine pouches – long considered a Swedish harm-reduction success story – now face their greatest political threat to date.
A Call to Action
Contact EU Commissioner Jessika Roswall and urge her to stand up for public health and the right of member states to decide for themselves.
As Sweden’s Commissioner, Roswall has the power to influence the direction of this proposal. The question is: Will she use it – or will she side against the Swedish government?
