Worldwide research shows that although more than 70% of smokers want to quit, only 4-7% succeed. Governments that have adopted THR policies are seeing the smoking rates drop thanks to nicotine alternatives.

Public health policy should help prevent tobacco-related disease and premature death, using proportionate, risk-based THR regulation. Unfortunately, only selected countries fully embrace this opportunity to save smokers’ lives.

By adopting a science-based, risk-proportionate and tobacco control complementary approach to tobacco harm reduction, it has been proven that countries can help protect their population’s public health. 

Sweden serves as an exemplary model of the benefits of THR, with the country projected to reach its goal of being smoke-free by 2030.