Knowledge base · 24 September 2026 · Stefan Bensmo

Marketing Nicotine Pouches Online — What Swedish Law Actually Says

The sharpest line isn't drawn by the general marketing act, but by a dedicated law for nicotine pouches. Here's what it says and what it means for ads, product pages and social media.

Which law applies?

Many e-commerce retailers start from the general Marketing Act. It still applies as a general framework, but for nicotine pouches it's a dedicated law that sets the sharpest limits: the Act (2022:1257) on tobacco-free nicotine products, which entered into force on 1 August 2022 (with a few sections following later). That's the law carrying the requirement for "special moderation", and it's the law an ad, a product page or a newsletter is assessed against.

The core: special moderation

Under Section 9, "special moderation" must be observed in marketing to consumers. The law specifies three things:

• Marketing must not be intrusive or unsolicited.
• It must not encourage use of the product.
• It must not specifically target, or depict, children or young people under 25.

The Swedish Consumer Agency describes intrusive marketing as marketing that attracts particular attention or becomes a dominant feature. Several small messages can together be judged intrusive. Messages should, in principle, be limited to relevant facts presented factually.

Channel by channel

TV, radio and video platforms

Commercial advertising on TV broadcasts, on-demand TV and radio is prohibited (Section 11). Video-sharing platform providers may not show ads for the products before, during or after user-generated videos. Sponsorship of events that promote the products is also prohibited (Section 12).

Social media

The room to manoeuvre here is very small. The Swedish Consumer Agency notes that a 2024 court ruling banned a company from marketing the products on TikTok, since taste tests and reviews went far beyond factual information. The agency's industry review (published February 2023) also flagged free samples, gifts that encourage use, and marketing that appeals to younger audiences.

Health warning

According to the Swedish Consumer Agency, a health warning is required for marketing in print media, online and on social media, but not inside physical stores.

Search ads and SEO

Our interpretation The law has no special rules for search ads or search engine optimisation. That doesn't mean they're exempt: a search result ad, a product page and a newsletter are all marketing to consumers and are tested against the same requirements. The line between editorial content and marketing is decided case by case, and content with a clear commercial purpose should be handled cautiously.

Rules of thumb for an e-commerce retailer

Our interpretation This isn't an official ruling, but a reasonable starting point:

Stick to

• Product name, strength, size, price and stock status, presented factually.
• A clear 18+ age limit and health warning where required.
• Neutral product information without a lifestyle angle.

Avoid

• Images, videos, audio or text that attract attention beyond the information itself.
• Taste tests, review videos and "try it" messaging in advertising.
• Free samples and gifts that encourage use.
• People, settings or channels that could be perceived as targeting under-25s.
• Many small messages that together dominate a space.

What happens if you breach the rules?

The law allows decisions to be combined with a fine (Section 31). For serious or repeated breaches, a municipality can prohibit sales for up to six months (Section 29). The Swedish Consumer Agency supervises marketing outside points of sale, while municipalities check physical stores.

Do this: a one-afternoon inventory

1. List every surface where you market: ads, product pages, category pages, emails, social accounts, partner sites.
2. Flag anything that goes beyond factual information, especially images, videos and offers.
3. Check that the health warning and age limit are present where required.
4. Check that nothing targets or depicts people under 25.
5. Document your assessment, so you can show your reasoning if asked.