Sweden’s reputation for solving policy problems, from education to banking, is all the rage. The Swedes are also ahead of the rest of Europe in tackling smoking. They have by far the fewest smokers per head of population of all EU countries. Lung cancer mortality in Swedish men over 35 is less than half the British rate.
Have they done it by being more zealous in ostracising, educating and shaming smokers in that paternalistic Scandinavian way? No – they did it through innovation and competition. In the 1980s Swedes developed a tobacco product called snus, which you put under your upper lip. You get the nicotine but not the tar. Snus is the most popular and effective way of quitting smoking in Sweden (and Norway).
You will not have seen snus on sale in Britain, for…
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