An EU-led increase in the tax on nicotine pouches would have a major negative impact on both Swedish industry and the government's tobacco policy objectives. This is according to Tobias Andersson (SD), chair of the Committee on Industry, External Trade, Research and Energy, and Jesper Skalberg Karlsson, member of the Social Affairs Committee for the Swedish Conservatives.
"That the EU would step in and more than quintuple the tax on white snus is astonishing, counterproductive and unthinkable." Jesper Skalberg Karlsson told Vejpkollen.
For almost three years, rumours and speculation have been rife about how the European Commission will deal with nicotine pouches within the European Tobacco and Nicotine Products Tax Directive. As recently as March 2025, the Swedish Snusbolaget highlighted a proposal to impose a tax of almost €130 per kilo, equivalent to SEK 1,350 per kilogram, which was criticised by Vejpkollen reported on. In Sweden, this would mean a 500 per cent increase in the current tax on nicotine portions.
No news from the European Commission
But despite all the rumours, there is still silence from the European Commission. Both the Swedish environment commissioner Jessika Roswall and the EU Health Commissioner Wopke Hoekstra avoids answering questions related to the upcoming directive.
"The only thing we can confirm is that there is currently no meeting scheduled to discuss the tax directive." write representatives of the European Commission to Vejpkollen.
At the same time, it stresses that the aim of the controversial minimum taxes is to harmonise the market for nicotine products and "reduce tobacco use in the EU from 25% of the population in 2021 to 5% in 2040". It also does not distinguish smoking from smokeless nicotine use in terms of any measures envisaged.
"Going in the opposite direction"
In Sweden, where the government is pursuing a more differentiated policy on nicotine products, the EU plans are causing concern. Tobias Andersson (SD), excessive taxation of nicotine pouches could have major consequences for Swedish industry and for the tobacco policy objective of reducing the harm caused by nicotine use.
"It would have a strong negative impact on us. It also goes in the opposite direction to what we have done at home when we increased the tax on cigarettes and reduced the tax on snus in accordance with the principle of harm minimisation established by Parliament." he tells Vejpkollen
The Swedish Social Democratic Party has been in favour of harmonising taxes on nicotine products within the EU in the past. But as chairman of the Committee on Nutrition, what is your view of the action plan that the EU seems to want to push forward?
"Fundamentally, we have difficulty with tax issues being dealt with at EU level. However, as you know, we have an internal market to deal with and a common regulation for the products is a likely outcome in the end. Then SD will work for favourable conditions for white snus within the Union." says Tobias Andersson.
Is it reasonable for the EU to force Sweden to raise taxes on white snus by almost 500 per cent?
"No."
"Astonishing"
Also Jesper Skalberg Karlsson, a member of the Social Affairs Committee for the Conservatives, says the leaked information about high taxes on nicotine pouches is a cause for concern.
"For the EU to step in and more than quintuple the tax on white snus is staggering, counterproductive and unthinkable. We see very clearly how white snus has pushed back cigarette smoking, especially among women, which will lead to a reduction in tobacco-related diseases in that group as well." Jesper Skalberg Karlsson tells Vejpkollen.
Wants to tighten supervision instead
Jesper Skalberg Karlsson believes that white snus requires more developed legislation compared to today. "But it's primarily about regulating nicotine levels and monitoring sales, not about taxes or other restrictions," he says.
"We want evidence-based and reality-based tobacco and nicotine measures that move us away from everyday cigarette smoking to less harmful use. We have increased taxes on cigarettes, reduced taxes on snus and strengthened customs operations to get rid of contraband cigarettes. If legislation is to address the problems surrounding white snus, we should instead look at the upstarts selling products with extremely high nicotine content, clearly regulate marketing to children on social media and tighten the supervision of retailers who do not carry out age checks." he told Vejpkollen.
What does it mean for tobacco policy if Sweden no longer has the same opportunities to control the consumption of different nicotine products by means of harm-reducing taxes?
"This poses huge risks and is a development in the wrong direction. In many ways, Sweden is the shining example of the way forward, with the lowest proportion of daily smokers in the EU. Why is this? Because of smoke-free zones, a strict 18-year age limit and the use of smoke-free tobacco and nicotine products. Other countries should look to us and follow our example to improve public health, not block a model that has clearly worked well," Jesper Skalberg Karlsson told Vejpkollen.
