Snus: The «Swedish model» of the tobacco industry wins over the Swiss Parliament

November 14, 2026

Par: National Committee Against Smoking

Dernière mise à jour: November 10, 2026

Temps de lecture: 8 minutes

The «Swedish model» is now being used as an argument in the Swiss Federal Parliament. Several motions submitted to the parliament claim that snus and nicotine sachets help reduce cigarette consumption, and that it would therefore be preferable to regulate them as little as possible. These texts echo the arguments of the manufacturers. They are being promoted at a time when sales of these products have more than quintupled in Switzerland since 2016. Both Swedish health authorities and available Swiss data dispute the validity of this argument.

The «Swedish model», an argument repeated in the Federal Parliament

Taxed sales of chewing tobacco, snus, and nicotine pouches in Switzerland rose from 80 tonnes in 2016 to 455 tonnes in 2024. According to a forecast by the Swiss Federal Government, this increase is expected to continue. These products are particularly popular among young men.[1]-[2].In an effort to counter these increases, several representatives in the Federal Parliament are echoing the arguments of tobacco product manufacturers.[3]. These individuals have crafted a narrative aimed at demonstrating that Sweden's case proves that oral nicotine products reduce smoking rates, given the low number of smokers and high snus users. Oral tobacco and nicotine pouches are presented as an opportunity to reduce cigarette consumption, and consequently, they should be regulated as little as possible. National Councillor Philipp Matthias Bregy (The Centre/VS), president of his party, authored two such interventions. He calls on the Federal Council to examine the Swedish model, arguing that ’it is desirable to reduce the number of products that emit smoke« and that Sweden has shown the way. He claims to distance himself from the tobacco lobby and advocates a strict policy towards young people; however, the justifications and potential preventative measures he puts forward coincide with the tobacco companies» rhetoric. In December 2025, National Councillor Christian Lohr also submitted a parliamentary question, advocating for «balanced regulations concerning nicotine pouches.» This text directly cites a report by Smoke Free Sweden, an organization with documented ties to the tobacco industry.

The result of a coordinated lobbying strategy by the tobacco industry

These interventions echo the industry's arguments. Philip Morris regularly claims that Sweden has the fewest smokers in the European Union and the lowest rate of tobacco-related illnesses among men. This narrative is also disseminated to the media. In 2026, Philip Morris invited journalists from several countries, including Switzerland, to Sweden to promote its presentation of the Swedish model. According to the Swiss initiative Transparency and Truth, these public relations efforts complement lobbying efforts aimed at securing favorable legal and fiscal treatment for snus and nicotine pouches.[4]. Philip Morris International, Japan Tobacco International, British American Tobacco, and Imperial Brands are all present in this rapidly growing market. These companies therefore have a vested interest in presenting these products as a public health solution and in reducing regulatory barriers. This narrative extends beyond Switzerland. At the European level, the «Swedish model» is promoted in the media by organizations presented as independent. These include Young Voices, a member of the Atlas Network, which trains young writers to produce opinion pieces and publish them in the press; the Consumer Choice Center, which has reportedly received funding from several major tobacco companies; and the World Vapers’ Alliance, described in press investigations as being funded by British American Tobacco. All these organizations advocate for lower taxes and more flexible regulations on nicotine products.[5].

The tobacco industry's narrative is contradicted by the facts.

Swedish health authorities dispute the role of oral products in smoking cessation and reiterate that snus is a tobacco product in itself. They also emphasize the lack of long-term data on the effects of tobacco-free nicotine pouches. They further observe that, among those who use oral products or e-cigarettes, a growing proportion also begin smoking traditional cigarettes over time, highlighting the increasing prevalence of co-consumption practices.[6].The Swedish Cancer Foundation, Cancerfonden, agrees: no statistical data shows that smokers who switch to snus smoke less. According to the World Health Organization[7], The proportion of smokers in Sweden fell from 32% in 2000 to 11% in 2023, while snus consumption had remained relatively stable for almost 25 years. This decline is the result of decades of strong anti-smoking measures: smoking bans in public places, a ban on sales to minors since 1997, a ban on advertising and promotions, increased taxes, and free smoking cessation support since 1998. This long-term policy was further strengthened in 2019 with the extension of the smoking ban to many outdoor areas (terraces, bus stops, playgrounds) and the requirement for a permit to sell tobacco. Finally, Sweden is characterized by a high rate of enforcement of these measures, reinforcing their effectiveness. However, in recent years, nicotine consumption has increased among young people due to the introduction of new products to the market. Thus, 20% of 16- to 29-year-olds regularly use nicotine orally, compared to 4% of 45- to 64-year-olds. Among young women, this proportion rose from approximately 3% in 2018 to 18% in 2024. According to the Swedish Council for Alcohol and Drug Information (CAN), 24% of the Swedish population was projected to use nicotine daily by 2025, across all products. At the same time, public policies have declined, and Sweden has fallen to 24th place on the European Tobacco Control Scale. Similarly, in Switzerland, the emergence of and access to these products has not been accompanied by a significant decrease in smoking rates. According to the Health and Lifestyle 2025 survey, 22.5% of people aged 15 and over will still use a tobacco or nicotine product at least once a month in 2025, and 15.8% will use it daily. Cigarettes remain the most commonly used product (15.1% at least once a month).[8].Thus, health professionals highlight the tobacco industry's strategy of using health-related arguments to promote their products, but without any connection to reality.

[8] Notari L., Amos J., Delgrande Jordan M. Tobacco and nicotine products: results of the 2025 Health and Lifestyle Survey and recent developments, research report no. 188, Addiction Switzerland, Lausanne, April 2026, accessed on November 5, 2026.

National Committee Against Smoking |

Snus: The «Swedish model» of the tobacco industry wins over the Swiss Parliament

The «Swedish model», an argument repeated in the Federal Parliament

The result of a coordinated lobbying strategy by the tobacco industry

The tobacco industry's narrative is contradicted by the facts.

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