There has been a renewed focus on tobacco and nicotine products across Europe. Just as countries seek to speed up the process to a smoke-free future, through measures like generational smoking bans and increased regulations on packaging and advertising, there has been a sharp increase in young people using alternative nicotine products like vapes and pouches.

Philip Morris International (PMI) expects to see two-thirds of its revenue come from smoke-free products by 2030 – including its product, Zyn. Dr Moira Gilchrist, chief communications officer at PMI, and Charlie Weimers MEP, a member of the Swedish Democrats, join The Spectator’s Lara Brown to talk about how nicotine pouches can help the transition away from tobacco to a smoke-free future. While this podcast was sponsored by PMI, The Spectator retained full editorial control, with no subject off-limits. Is PMI’s concern genuine or purely for future-proofing their business? What lessons can the UK take from Sweden, which expects to be declared the first ‘smoke-free’ country? And what does the science say?

This podcast is sponsored by Philip Morris International.

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