Brussels, Belgium (November 19, 2025) — Last Tuesday, on November 18th, We Are Innovation hosted an event in Brussels, to spark discussion on the current state and future of nicotine pouches – “Rethinking Public Health Tools: New Approaches and Innovation Opportunities”. The discussion followed the publication of the global network’s newest report – “The Global Case for Nicotine Pouches”, which assesses the benefits of these products for public health, the environment, social harmony and economy.
The event gathered experts, public officials, industry workers and media at the Renaissance Hotel. It counted on the insights of Federico N. Fernández (CEO of We Are Innovation), MEP Ondřej Dostál (Non-attached, Czechia), Dr. Karl Fagerström PhD and Carissa Düring (Director of Considerate Pouchers), and the moderation of Tetiana Rak (COO of We Are Innovation).
Federico N. Fernández opened the floor to talk about the European Union’s opportunities towards a smoke-free status, highlighting success stories from member States and explaining how nicotine pouches can be a key player in the process. With a smoking rate of 24 percent, at current pace, the EU is set to fall way behind its 2040 smoke-free target. However, examples like Sweden (which recently became smoke-free), Greece and Czechia (which obtained remarkable smoking rate declines with smart regulation) are keeping hope alive, with innovative nicotine products (INPs), such as nicotine pouches, having a significant role in helping smokers quit. Fernández comments “Sweden became smoke-free by embracing innovation. The EU can replicate this success. Nicotine pouches offer the lowest risk profile among alternatives. Evidence should guide policy, not prohibition.”
The next intervention was made by MEP Ondřej Dostál, who explored the regulatory side of the matter, underlining the importance of valuing consumer choice, instead of limiting it and discussing issues with all the parties involved. According to MEP Dostál, “We should test each regulation, either new or existing, for proportionality and subsidiarity. Firstly, we must ask: should we regulate at all or is it something that should be left to the autonomous choice of the consumers? And then, does the regulation bring more benefit than harm in real world application? Secondly, we need to assess on which level we should regulate (EU or state level). Only if the regulation passes both tests, we should proceed with it and decide what tools we should use.”
Then, Dr. Karl Fagerström PhD accessed the science behind Innovative Nicotine Products (INPs), especially nicotine pouches. Founder of the Fagerström test for nicotine dependence, Fagerström shared information about the characteristics of nicotine, explaining that it does not cause cancer itself and that this disease comes from harmful chemicals. The doctor also pointed out that several studies have found nicotine pouches to be some of the least harmful nicotine products. Dr. Fagerström enlightens “EU targets 5 percent smoking by 2040. With current trends, GBD projects 19 percent smoking by 2050. So, the EU needs something new, something different. Sweden is at an endgame with 5 percent smoking, while endorsing a harm reduction perspective for nicotine products. Nicotine pouches are likely to be the safest consumer product”.
Finally, Carissa Düring spoke from a consumer and activist point of view. She shared that nicotine pouches had a crucial role in helping her quit smoking and highlighted their popularity amongst Swedish female ex-smokers. Düring explains “For a country to become smoke-free, they need to be able to cater to all different groups and that is what Sweden had to learn in order to get where they are today. Snus has been around for hundreds of years but it did not appeal to women. Then, nicotine pouches have been invented and introduced to the market. Accessible, affordable and acceptable.”
The interventions were followed by an Q&A session where the audience had the chance to engage.
The event was happening at the same time as the Eleventh Session of the Conference of the Parties (COP11) to the WHO Framework Convention on Tobacco Control (WHO FCTC), after the who has dramatically changed its position on INPs for a negative stance. We Are Innovation hopes that evidence and real life success stories, like the ones shared in Brussels, help WHO reconsider its views.
ENDS
ABOUT WE ARE INNOVATION
We Are Innovation is a dynamic network of individuals and institutions who fervently believe in the power of innovation to drive progress and solve the world’s most pressing problems. With a global presence encompassing over 50 think tanks, foundations, and NGOs, We Are Innovation represents the diverse voices of a global civil society committed to advancing human creativity, embracing new technologies, and promoting innovative solutions. Through our collaborative approach and cutting-edge expertise, we are spearheading transformative change on a global scale. To learn more about our work, visit us at https://weareinnovation.global/.
