EU nicotine pouch letter: what it means in the 8 signing countries

For adults aged 18 and over. Nicotine is addictive. This article summarises public regulatory news and is not legal or medical advice.

Eight EU countries – the Netherlands, Belgium, Finland, France, Hungary, Latvia, Slovenia and Spain – have asked Brussels for the option to prohibit nicotine-pouch sales at national level (often called white snus in Sweden), plus a "market freeze" on new nicotine products. On 9 October, Swedish Members of the European Parliament from both right and left pushed back, as reported by Skaraborgs Nyheter.

The letter is a political request, not law. Here is what it asks for, why the Swedish pushback matters to the outcome, and what it means today for nicotine pouches in the signing countries and across the EU.

Who signed and what the letter demands

According to Eunews (7 October), the letter was sent to EU Health Commissioner Olivér Várhelyi by the Netherlands, Belgium, Finland, France, Hungary, Latvia, Slovenia and Spain. NRC reported on 6 October that Dutch Health Minister Sophie Hermans presented the initiative in a letter to the Tweede Kamer.

Skaraborgs Nyheter summarises the demands as follows:

• the option for each member state to prohibit nicotine-pouch sales nationally
• flavour restrictions, nicotine caps and plain packaging
• a halt to new nicotine products on the EU market
• the same strict rules for all permitted product categories
• tougher action on advertising (including influencers) and cross-border online sales

The countries describe nicotine pouches as a way of getting around the EU's 1992 ban on snus (from which Sweden is exempt), Skaraborgs Nyheter writes. The letter ties its goal to a "smoke-free generation" by 2040.

For a longer breakdown of the letter, see our article Eight EU countries want a 'market freeze' on new nicotine products.

The pushback: Swedish MEPs from left and right

Sweden did not sign the letter, and its MEPs are among the voices that will shape any future EU rules – which is why their response matters for the outcome in every member state.

Charlie Weimers (SD) warns against opening the door to bans on nicotine pouches:

"Sweden has achieved major public health gains because people have left cigarettes for snus and other smoke-free nicotine products such as nicotine pouches. If the EU now opens the door to bans on nicotine pouches, we risk turning the clock back." (Translated from Swedish.)

He adds that the EU should learn from Sweden's success in reducing smoking, Skaraborgs Nyheter reports. Richard Byfält, head of press, policy and communications for the SD delegation, says age limits and protection of minors are reasonable, but that a broad flavour ban and far-reaching marketing bans go too far.

Jessica Polfjärd (M) calls the starting point wrong:

"When the Commission does present new rules, I expect it to listen to the Moderates and Sweden rather than to those behind the letter, and to propose proportionate legislation that does not do violence to the Swedish model." (Translated from Swedish.)

She points out that the Swedish model recognises different risk levels between products, according to Skaraborgs Nyheter.

Alice Teodorescu Måwe (KD) says Sweden has come further than the rest of the EU in the fight against smoking, that snus is an important explanation – and that other member states' initiatives to ban and regulate are therefore "completely the wrong way to go" (translated from Swedish), according to Skaraborgs Nyheter.

Jonas Sjöstedt (V) focuses on who should decide:

"We think the snus issue should be decided nationally." (Translated from Swedish.)

That is reported by Skaraborgs Nyheter. His point is about competence – not about every demand in the letter.

For context, Sweden regulates tobacco-free nicotine pouches nationally under the Act (2022:1257) on tobacco-free nicotine products.

What it means today in the signing countries

• Nothing changes because of the letter itself. It is a request to the European Commission, not a law or a decision. The national rules that already apply in the Netherlands, Belgium, Finland, France, Hungary, Latvia, Slovenia and Spain remain in force exactly as before.
• National rules differ. Each of the eight countries sets its own rules on nicotine pouches today, and they are not the same from country to country. Check our country pages for what applies where you live.
• Nicotine pouches are outside the EU oral-tobacco ban. Tobacco-free pouches fall outside the current Tobacco Products Directive's ban on oral tobacco, which is one reason the signers want explicit national prohibition options written into future EU rules.

Country by country: current rules in the 8 signing countries

Status as of 12 October 2026, checked against the sources linked in each row. "Not verified" means we could not confirm the detail from a reliable source.

All eight countries co-signed the same joint letter; according to NRC the Netherlands led the initiative. We have not verified separate country-specific demands beyond the joint letter.

What could change if the TPD revision follows the letter

The European Commission is preparing proposals for a revised Tobacco Products Directive (TPD) and Tobacco Advertising Directive. If the revision adopts what the letter asks for:

• National prohibition options: member states could gain an explicit right to prohibit nicotine-pouch sales. Any such rule would apply only in the countries that choose to adopt one – not EU-wide.
• Common EU rules on flavours, nicotine caps or plain packaging would apply across the EU, including in countries that did not sign the letter, such as Sweden. That is the point Skaraborgs Nyheter makes.
• Advertising and cross-border online sales could face tighter common rules.

None of this is decided. Any proposal must pass through the European Parliament and the member states before anything becomes binding – and the Swedish pushback shows the letter's direction is contested.

Browse the current range of products and brands. Delivery rules by country are on our countries page and in the guide shipping nicotine pouches in Europe.

What happens next?

1. The Commission presents its proposals for the revised TPD and advertising directive.
2. The European Parliament and the member states negotiate the text.
3. Only after adoption – and, for national prohibition options, a national decision – would rules in any individual country change.

We will update this article when the Commission presents a concrete proposal.

Frequently asked questions

Does the letter change the rules in the eight signing countries?
No. The letter is a request to the Commission. Current national rules in each country still apply.

Which countries signed the letter?
The Netherlands, Belgium, Finland, France, Hungary, Latvia, Slovenia and Spain, according to Eunews.

If the EU allows national prohibition options, would they apply everywhere?
No. A national prohibition option would only take effect in countries that choose to adopt one.

Could common EU rules affect countries that did not sign?
Yes. If the revised TPD sets common rules on flavours, nicotine caps or packaging, they would apply across the EU once adopted.

Why does Sweden's reaction matter?
Swedish MEPs from SD, M, KD and V all oppose the letter's direction, for different reasons. Their positions feed into the Parliament's negotiations on any future EU rules.

Adults 18+ only. Nicotine is addictive.