This side event at COP11, taking place on the 18 November 2025, will unpack how the tobacco industry and its front groups misuse the narrative of “Smoke-Free Sweden” to promote nicotine pouches and snus across Europe and globally. Despite industry claims, evidence shows rising use of snus and nicotine pouches in Sweden, particularly among young people and women, and significant dual use with cigarettes. Sweden’s decline in smoking is largely the result of strong tobacco control measures, not a shift to alternative nicotine products.

The event will debunk misleading interpretations of the “Swedish experience,” highlight the real state of play in Sweden, and examine how these tactics are being used to influence EU and global policy. Speakers from Sweden, The United Kingdom, Norway, France, Netherlands, Denmark and Kenya will share challenges and successful approaches in countering industry narratives and regulating nicotine pouches, including insights from countries that have banned or strictly regulated these products.

You can read the full agenda below: