Swedish Retailers Failing To Check Age For Purchasing White Nicotine Pouches

A recent review has unveiled that over half of the Swedish retailers selling white snus are neglecting to verify the age of their younger patrons. This examination, carried out by Convenience Stores Sweden and the Swedish Service Retailers Association, surveyed 600 stores nationwide. “This is a crucial wake-up call,” notes Robert Dimmlich, CEO of OSS.

Since 2022, Swedish law has prohibited the sale of nicotine pouches to individuals under eighteen. Nevertheless, the popularity of white snus continues to rise, especially among younger age groups. Usage peaks among those aged 17 to 29, with nearly 20% of second-year high school students having used white snus at least once in the past month, according to CAN.

OSS and Convenience Stores Sweden, representing a substantial portion of Sweden’s service stations and convenience store chains, found that 52% of their member stores failed to check the ID of younger-looking customers buying white snus. “It’s challenging to pinpoint the exact reasons,” says Bengt Hedberg, CEO of Convenience Stores Sweden. “We must remember that this regulation is relatively new, and not all store staff may be fully informed about it.

Significant Efforts Required

The findings were shared during a seminar in Almedalen, underscoring the extensive work that lies ahead for industry associations. Both Hedberg and Dimmlich agree that these results highlight the need for more robust actions.

We need to analyze what went wrong and how we can assist our members in enhancing their procedures. Implementing a warning system for age-restricted products at checkout might be a solution. However, since our members use a variety of checkout systems, this presents a challenge,” explains Robert Dimmlich, whose organization OSS encompasses 900 members within the service and fuel station sector.

Focus on Judgment Rather Than Risks

Bengt Hedberg and Convenience Stores Sweden collaborate with major chains such as Reitan (Pressbyrån, 7-Eleven, etc.) and Circle K. He suggests that improved communication about the rationale behind age restrictions could be part of the solution.

"Many might not see age as a critical factor for nicotine-free products like white snus and e-cigarettes. While the message about harm reduction has been clear, age limits are less about health risks and more about the judgment required to understand the consequences of addiction. We need to emphasize this point more effectively,” adds Hedberg.

Industry Engagement is Promising

The industry groups also invited representatives from political youth organizations to deepen the conversation on preventing underage access to nicotine products. Louise Hammargren, First Vice President of the Christian Democratic Youth, remarked, “It’s undeniable that children use nicotine products. Ideally, they shouldn’t be able to access them easily. However, new laws don’t automatically bring about change. It’s encouraging to see such engagement from the industry. Solutions should be sought here. Politics should step back and ensure that businesses have the necessary tools.”

Age limits do not solve all problems

Alice Landerholm, Political Secretary for the Moderate Party in Strängnäs, concurred. “We can’t rely on age limits to resolve everything. There’s evidently a demand, and addressing attitudes through better school education might be more effective.”

Avoiding Moralistic Approaches

She also cautioned against a moralistic approach to white snus or e-cigarettes. “Young people aren’t incapable of making informed decisions just because we don’t have grey hair. They can understand balanced information and make decisions based on that,” Landerholm added.

Challenges Across the Board

The survey, conducted by Mystery Shopper in collaboration with tobacco company Philip Morris, included 600 stores across Sweden, both chain and independent. Results revealed that 48% of stores checked the age of younger-looking customers, while 52% did not, with no significant difference between chain and independent stores.