New Regulatory Demands for Nicotine Pouches in the European Union: Developments in 2024

Table of contents

• Finland and Hungary Lead the Way in Stricter Regulations
• The EU-Wide Debate: Harm Reduction vs. Public Health Risks
• Regulatory Challenges Ahead
• Conclusion

In 2024, the European Union (EU) has seen heightened regulatory focus on nicotine pouches. These products, which contain nicotine but no tobacco, are increasingly viewed as potential harm-reduction tools but are also sparking concerns over youth use and public health. The year has brought fresh legislation and ongoing debates in various EU countries, reflecting a diverse approach to controlling this growing market.

Finland and Hungary Lead the Way in Stricter Regulations

Finland’s recently adopted government policies now treat nicotine pouches in a manner similar to tobacco products. Key measures include the introduction of permits for the sale of nicotine pouches and stricter controls on their nicotine content. Finland also plans to impose excise taxes on these products, aligning them with taxation levels already applied to e-cigarettes. The Finnish government has expressed concerns that the growing availability of these products could lead to nicotine addiction among youth, prompting a strong regulatory stance. 

Hungary, in turn, has proposed amendments to its nicotine product laws. These amendments would ban additives that suggest health benefits, such as vitamins, and limit the maximum nicotine content per pouch to 17 mg. Hungarian regulators are also keen to ensure clearer labeling with prominent health warnings. This policy is expected to be enacted by March 2024 and aims to balance public health protection with consumer safety. 

In the Czech Republic and Denmark, there is a trend toward implementing strict regulatory measures, but without a complete ban on the products. These countries aim to balance the need to protect public health with the interests of producers by offering moderate restrictions. They are introducing limits on nicotine content in pouches, advertising bans, and mandatory warnings about the risks of addiction.

Germany is also considering possible tightening of legislation, citing research indicating that pouches may be harmful.

The EU-Wide Debate: Harm Reduction vs. Public Health Risks

At the EU level, the debate about nicotine pouches has intensified. While some member states are pushing for tougher restrictions, such as flavor bans and marketing limitations, others—most notably Sweden—are advocating for a more lenient approach. Swedish officials argue that nicotine pouches, like snus, have contributed to their country’s success in reducing smoking rates to record lows. In fact, Sweden’s smoking rate is now below 5%, a testament to the effectiveness of these products in harm reduction strategies.

In October 2023, proposals were made at the EU level to potentially introduce uniform regulations on nicotine pouches, including warnings modeled after Swedish standards. Swedish political parties, such as the Moderates, have emphasized that nicotine pouches should be protected from flavor bans and excessive taxation, as they could serve as alternatives to smoking across Europe. These positions highlight the economic opportunities for Sweden through nicotine exports, as well as the health benefits of reducing tobacco-related deaths.

Regulatory Challenges Ahead

Despite these efforts, the EU is still divided on the best approach to regulating nicotine pouches. Public health advocates worry that the attractive packaging and flavors of these products make them more appealing to younger demographics, potentially leading to nicotine dependency. On the other hand, harm-reduction advocates stress that banning or over-regulating these products could push users back to more dangerous tobacco products, like cigarettes.

Countries like Belgium and the Netherlands have already implemented bans on nicotine pouches, while others are waiting for further EU-level guidance. The upcoming revisions to the EU’s Tobacco Products Directive (TPD) will likely play a key role in shaping future legislation regarding nicotine products, including the contentious issue of whether to distinguish nicotine pouches from traditional tobacco products.

Conclusion

2024 marks a pivotal year for the regulation of nicotine pouches in the EU. Countries like Finland and Hungary are pushing forward with tighter controls, while Sweden remains a vocal advocate for using these products as harm-reduction tools. The broader EU debate reflects growing concerns about youth access and the potential public health benefits of shifting from smoking to less harmful alternatives. As discussions progress, the outcome will determine whether nicotine pouches become a key part of Europe’s harm-reduction strategy or face stricter regulatory limitations.

(Sources: Brussels Report, “Pioneering Responsibility: Nordic Nicotine Pouches Alliance Unveils Action Plan for Progressive EU Policy”; Snusforumet “Sweden’s Governing Party Battles for Nicotine Pouch Acceptance in EU”; Tobacco Intelligence).