Two-thirds of nicotine pouches registered in Sweden would be illegal under the government's proposed nicotine cap — but that cap isn't law yet, and the products keep coming.

What the numbers show

Sweden's Public Health Agency (Folkhälsomyndigheten) now lists over 1,200 nicotine pouch products from 55 companies. An analysis by news agency Siren found:

• At least 800 products exceed the proposed 12mg/g nicotine limit
• Nicotine content ranges from 1mg/g to 77mg/g
• Nearly 140 new products have launched in 2025 alone

The proposed 12mg/g cap came from a government inquiry last spring. It hasn't been enacted into law.

Why the proposed limit matters (and why it might not)

"It's not a low limit. It's significantly higher than what traditional snus has been," Louise Adermark, associate professor of neurobiology at Gothenburg University, told Siren.

Traditional Swedish snus typically contains 8-10mg/g nicotine. The proposed pouch cap would allow 20-50% more.

But nicotine content alone doesn't tell the full story. Pouch size, moisture level, and pH all affect how much nicotine the body absorbs. A 77mg/g mini pouch might deliver less total nicotine than a larger 20mg/g pouch.

"Nicotine is extremely addictive, and the higher the content, the greater the risks," Adermark said.

The flavor factor

Sweet and fruit flavors dominate the registered products — and they're not just marketing.

"It's clear that flavorings are a contributing reason why the products are so popular," Adermark explained. "Nicotine has a bitter taste that irritates certain pain receptors in the throat, but the sweet flavors block many of those signals and the negative effects of nicotine largely disappear."

What's actually required right now

Since January 1, 2024, manufacturers and importers must:

• Register each product with the Public Health Agency
• Pay a fee per product
• Disclose nicotine content and ingredients

That's it. There's no nicotine cap in force. The 12mg/g limit is a proposal, not a regulation.

What happens next

The government inquiry recommended the 12mg/g cap last spring. No timeline for legislation has been announced. Until then, the 77mg/g products remain legal to sell.

Sweden regulates nicotine pouches as consumer products, not tobacco or medicines. That gives authorities less control over nicotine content than they have over cigarettes or pharmaceutical nicotine replacement products.

The registration system at least creates visibility: the Public Health Agency's list is public, making it possible to track what's on the market. Whether that visibility leads to actual limits is the open question.

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SOURCES:
Expressen/Nyhetsbyrån Siren: Minst 800 vitt snus-produkter ligger över gränsen