Today, on 31 May, which is World Tobacco Day, proclaimed by the WHO to draw attention to the global adverse health impacts of smoking, consumers and Members of the European Parliament have urged the EU to follow the Swedish example of a successful smoking-cessation strategy, as the EU struggles to develop a sensible approach to combat smoking-rates.

Sweden is about to become the first smoke-free country in the world and nobody seems to recognize this incredible success story. It is time that policymakers across the EU and the globe recognize the Swedish miracle happening in front of our eyes. Comparative data on Sweden and other developed countries show that the Swedes have been able to reduce smoking rates much more rapidly than any other country. The contrast with countries that placed more restrictive and illiberal policies on tobacco harm reduction products is stark.

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