Finland’s nicotine manufacturing sector has formed a new national industry association as the country moves toward stricter regulation of nicotine pouches and other smoke-free products.

The association, Savuton Nikotiiniala ry (SNA), began operating in late 2025 and now represents manufacturers, importers, and retailers across the nicotine value chain. Its launch comes as Finland prepares to introduce what are expected to be some of the most far-reaching nicotine pouch regulations in Europe.

“We built a fully functioning organisation in six months because regulation was moving faster than the market could adapt,” said SNA CEO Mirita Saxberg.

According to the association, its core priorities include protecting minors, tackling illegal trade, and supporting a regulated legal market that secures public tax revenues.

Harm reduction and science-based regulation

A central pillar of SNA’s policy stance is harm reduction. The association argues that smoke-free nicotine products expose users to significantly lower levels of harmful substances than cigarettes, since they do not involve combustion.

From SNA’s perspective, regulation should be proportionate and grounded in scientific evidence, balancing youth protection with harm-reduction options for adult smokers.

“Without a unified voice, the debate risks being driven by simplifications rather than facts,” Saxberg said.

Without a unified voice, the debate risks being driven by simplifications rather than facts.

The association’s founding members include British American Tobacco (BAT), Imperial Brands, and Japan Tobacco International (JTI). Philip Morris International (PMI) joined the organisation in 2026.

Taxation and illicit trade concerns

Finland is set to introduce a series of regulatory changes between 2025 and 2027, including higher excise duties, flavour restrictions, plain packaging requirements, and tighter limits on cross-border imports.

READ MORE: Nicotine regulations in Finland: A timeline

SNA has already raised concerns about the potential unintended effects of sharp tax increases.

“Overly high taxes don’t increase tax revenue — they often end up reducing it,” Saxberg said. “When prices in Finland are significantly higher than in neighbouring countries, consumption shifts abroad or into the grey economy.”

She estimates that around 70 percent of nicotine pouches consumed in Finland are currently untaxed imports, resulting in an annual tax loss of approximately €200 million.

Nordic cooperation and lessons from Sweden

Against this backdrop, SNA is calling for tax levels that do not push consumers toward unregulated markets, stronger enforcement against illegal trade, and closer cooperation between Nordic countries.

READ MORE: Why has smoking fallen so far in the Nordics?

As a reference point, the association points to Sweden’s regulatory model, which combines clear rules, high compliance, and comparatively low levels of illicit trade.

Looking ahead, SNA plans to publish a research-based report on youth access to nicotine products and the illicit nicotine pouch market. 

It will also monitor the real-world impact of Finland’s new legislation, with a focus on tax revenues, youth protectio,n and illegal trade.