Sweden achieves historic smokefree milestone

Sweden has inched closer to becoming officially ‘smoke free’, government figures released on Wednesday have shown.

Smoking prevalence across the country reduced to 5.3 per cent, according to the health data released by Sweden’s public health agency, but the figure is just 4.5 per cent among the nation’s Swedish-born adults – significantly below the globally recognised benchmark of 5 per cent for smoke free status.

Campaigners who advocate for Swedish approach to reduce smoking prevalence, which combines cessation and prevention measures and programmes with accessible, acceptable, and affordable alternatives, celebrated the milestone with calls for other nations to adopt a similar approach.

“This isn’t just Sweden’s victory – it’s a proof of concept for the entire world,” said Suely Castro, founder of Quit Like Sweden, a non-profit platform.

“Today, we can celebrate a public health revolution. By complementing smoking cessation and prevention measures and programmes with accessible, acceptable, and affordable alternatives to smoking, Sweden has proven that a world with fewer smoking-related deaths and illnesses isn’t just a dream: it’s achievable. Now we need the global will to make this a worldwide success.”

Dr. Delon Human, leader of Smoke Free Sweden campaign group, said the Swedes’ success is the result of their pioneering policy approach to safer alternatives to cigarettes.

“This outstanding achievement marks a significant moment in global public health and stands as a testament to the progressive policies that have guided Sweden's approach to tobacco control,” Dr. Human commented.

“In the early 1960s, nearly half of Swedish men smoked. By embracing and encouraging the use of alternative nicotine products such as snus, oral nicotine pouches and vapes, Sweden has paved a clear path to a smoke-free society while safeguarding public health. They should serve as a beacon of hope for the rest of the world and as inspirational proof that a pragmatic, enlightened approach can deliver sensational public health gains and save lives.”

Average smoking rates in Europe (24%) are five times higher than Sweden’s, and remarkably, the data also reveals that people born elsewhere in Europe would be three times more likely to smoke if they had not moved to Sweden (24% vs 7.8%).

Dr. Anders Milton, a physician and former president and chief executive of the Swedish Medical Association, said: “Key to Sweden’s success is its pragmatic focus on harm reduction rather than prohibition. A wide range of safer nicotine products, with a variety of strengths and flavours, is legally available both online and in stores, supported by advertising, which raises awareness and encourages uptake.

“The Swedish government also applies a proportional excise tax, keeping smoke-free products more affordable than cigarettes. This tax policy, coupled with public education campaigns, has empowered Swedish consumers to make healthier choices and contributed to the country’s leading role in tobacco harm reduction.”

The benefits of Sweden’s strategy are enormous, with the country having the lowest percentage of tobacco-related diseases in the EU. Smoking-related deaths are 22 per cent lower than the EU average, while cancer incidence is 41 per cent lower.

“Rather than follow Sweden’s lead, these nations are heading in the opposite direction, with smoking prevalence stagnating or even rising. Sweden's success is living proof that alternative nicotine products are a powerful force for positive change when supported by evidence-based policies,” Dr. Human added, as he called on all countries to re-evaluate their tobacco control strategies and adopt harm reduction as a central pillar in their fight against smoking.

Marking the achievement, vape consumer body World Vapers’ Alliance (WVA) has urged the EU to adopt similar harm reduction strategies, noting that Sweden’s success starkly contrasts with the rest of Europe’s struggle to make progress.

“Sweden’s success is a wake-up call for the EU. While the EU is considering counterproductive measures like flavour bans and prohibitions on less harmful alternatives, Sweden has shown us a clear path to reducing smoking rates,” Michael Landl, director of the World Vapers’ Alliance, said.

“It’s time for the EU to prioritise harm reduction and empower smokers to make healthier choices. The upcoming revisions of the Tobacco Products Directive and Tobacco Tax Directive are the EU’s chance to align with Sweden’s proven strategy.”

The EU’s current trajectory, including potential bans on e-cigarette flavours and nicotine pouches, risks pushing users towards the black market. Instead, the WVA advocated for a risk-based approach to regulation and taxation, making safer alternatives more accessible.

“Sweden’s model demonstrates that supportive policies, rather than prohibitions, lead to significant public health improvements. By adopting this approach, the EU could create a regulatory environment that encourages smokers to switch to less harmful alternatives,” Landl added.