> Smoke-free

> Less than 5%

Incredible milestone but when 1 in 20 is still smoking I feel like it's a bit early to call yourself smoke free.

I wonder what their next moral/health/social/environmental crusade will be. Governments have made vast sums out of tobacco duty, so what do they need to make up for that?

Sweden is unusual in that it has a culture of using snus, a non-smoking tobacco preparation, and in fact it is unique among the EU member states in having it actually be legal (it's banned EU-wide, but Sweden got an opt-out in the accession negotiations). Neighbouring Norway also has legal snus but Norway isn't a full EU member.

This probably contributes to the low smoking rates, but it also means that Swedish politicians love acting like the tobacco industry is their best friend,[1][2] because it's in the national interest to protect this uniquely Swedish tradition or whatever. And recently, the so-called white snus (Swedicism; English name is nicotine pouches, only Sweden considers this a kind of snus) like ZYN is a way for the Swedish tobacco industry to get a new generation of young people hooked in nicotine, interestingly including ones outside Sweden.

[1] https://www.svt.se/nyheter/inrikes/regeringen-presenterade-t...

[2] https://www.svt.se/nyheter/utrikes/svenskar-i-eu-pratar-flit...

Last time I went there I saw a founder that couldn’t do an interview without changing zyn pouches every literal five (5) minutes

What a masterclass in modern spin:

1: Take a problem, in this case tobacco consumption

2: Isolate a part of it, ideally a the part that is most visible and/or easiest to go after. As others have mentioned, Sweden has a large culture of non-smoked tobacco consumption

3: Define an easily achieved win condition, brand it as complete success. In this case "smoke-free" means under 1 in 20 Swedes smoke

4: Get your buddies in the press to publish breathless articles on your 'Incredible' milestone

5 (ideally optional): If anyone ever tries to hold you accountable, double down.