Sweden has relatively high alcohol taxes even after adjusting for income, and, like most Nordic nations, its alcohol retail industry is a state monopoly. Swedes can buy alcohol in bars and restaurants from the age of 18 but have to be 20 to buy alcohol in the state monopoly shops.

Since 1991, all television advertising that is perceived to be aimed at children aged under 12 has been illegal and no advertising can be shown before, during or after programmes aimed at children. Alcohol advertising is completely banned on television and radio. Drinks with more than 15 per cent alcohol cannot be advertised in print. Outdoor alcohol advertising is also prohibited and all tobacco advertising is banned. E-cigarette advertising is only allowed at point of sale in shops and vapes cannot be sold online.

Sweden has by far the lowest smoking rate in Europe, but cigarette taxes are surprisingly low, especially after adjusting for income, although heated tobacco products are taxed at 1,957 krona per kilogram (€181), one of the highest rates in the EU. Sweden’s smoking ban allows for designated smoking rooms in all workplaces, bars and restaurants, but new legislation introduced in July 2019 banned smoking in playgrounds, train stations, on patios, outside restaurants and bars, and at the entrance of public venues. There is no ban on cigarette vending machines, no retail display ban and no plain packaging (the government said that the latter would be unconstitutional).

Sweden’s smoking rate of around 5% has come about thanks to smokers switching to snus which is legal, unlike in the rest of the EU. Unfortunately, the government has clamped down on other reduced-risk nicotine products. Vaping is banned wherever smoking is banned and a tax on e-cigarette fluid of two krona (€0.18) per ml came into effect in July 2018, rising to four krona (€0.36) for higher strength liquid (15-20mg of nicotine per ml). Visitors are only allowed to enter the country with 20ml of fluid (and 200g of heated tobacco).

Despite the vape tax, there are signs that the government still understands the importance of giving smokers safer options. An e-cigarette flavour ban was voted down by the Swedish Parliament in June 2022, with Moderate Party MP Johan Hultberg saying: ‘We’re worried that an e-cigarette flavour ban would result in more people smoking traditional cigarettes, which would lead to more deaths and serious health problems in the long run.’ In April 2024, the government reduced the tax on snus by 20% in an explicit attempt to make ‘the healthier alternative three kroner cheaper.’