Denmark has proposed capping the nicotine levels of nicotine pouches at nine milligrams per pouch in what critics have called a “misguided” attempt to curb nicotine consumption by young people.

“It’s simply misguided,” says Patrik Strömer, Secretary General of the Association of Swedish Snus Manufacturers.

The Danish government has, along with support from several opposition parties, agreed on several measures designed to reduce young people’s use of tobacco and nicotine. Among them is a proposed cap on the amount of nicotine allowed in nicotine pouches.

Nicotine cap just below the popular choice

According to the proposal, nicotine pouches sold in Denmark can contain no more than nine milligrams per pouch. Denmark currently lacks a mandated upper limit for nicotine pouches.

Pouches currently available in Denmark have strengths ranging from a few milligrams to up to 35 milligrams per pouch. 

However, the most popular variety among young people is said to be those that contain 10 milligrams per pouch.

A number pulled out of thin air

According to Strömer, the proposal smacks of desperation fueled by moral panic.

“Sweden already has a legally regulated product and lower smoking than Denmark. Why not propose rules inspired by Swedish legislation? It’s a misguided proposal that hurts public health,” he says.

Not only does the proposed nicotine cap lack any scientific basis, the Danish proposal also conflicts with the basic principles of free movement governing the EU’s internal market.

Sweden as a role model for the EU

Strömer fears that proposals like Denmark’s could create a harmful “wild west scenario” for nicotine regulation across the EU.

“It would be better if countries like Denmark stopped tossing around proposals and instead strive for a common regulatory framework for the entire EU based on what we have in Sweden – the country that’s demonstrated the most success when it comes to effective regulation of nicotine products,” he says.

This isn’t the first time that Denmark has dropped a bomb when it comes to tobacco and nicotine policy. 

In 2022, a bill was introduced mandating that anyone born 2010 or later never be allowed to buy any nicotine products. In 2023, a hike in the tax on nicotine products caused the price of a container to rise by 12 kronor.

“Sweden is the only country in the EU that makes reasonable decisions in nicotine policy,” says Strömer.

“Unfortunately, our Scandinavian neighbors have chosen to look in the other direction and follow the wave of moral panic washing over Europe’s politicians.”