Sweden's experience in innovative alternatives opens doors to a smoke-free future

Sweden has provided a pioneering model in the pursuit of a smoke-free future, by adopting a harm reduction strategy and use of less harmful nicotine alternatives. While many countries are still struggling to reduce smoking rates, Sweden is close to becoming the first smoke-free country as defined by the World Health Organisation, meaning less than 5 per cent of the adult population smokes. This shift was not born of the moment, but rather the result of a gradual decline in smoking rates over two