How to Legally Sell Nicotine Pouches in Sweden – A Practical Guide for Retail and Online Sellers
Published 2025-06-25 23:18 by Stina Rasmussen
Selling nicotine pouches in Sweden comes with one major rule: compliance isn’t optional. With some of the strictest regulations in Europe, entering the Swedish market means doing your homework.
In this guide, we’ll walk you through the key requirements for selling nicotine pouches both in physical stores and online. You can always reach out to us at Nordicpouch if you want support at any step.
1. Registration: Start Here
Before you do anything else, each SKU (product variation) you want to sell must be registered with the Public Health Agency of Sweden (Folkhälsomyndigheten).
What that means:
You must submit product data, label drafts, and ingredients.
A registration fee applies.
You can’t sell the product until a 6-month waiting period has passed.
More on registration (official source).
2. Packaging & Labelling Requirements
Example template of packaging and labeling requirements.
This is a make-or-break part. Since June 1, 2023, Sweden has enforced strict labelling rules for all nicotine pouches sold on the market. Here’s what every product must include:
Mandatory elements:
Two health warnings – In Swedish, with specific text, size, font, and placement (see image above).
Ingredients list – All ingredients must be listed in descending order by weight.
Nicotine content – You must state how much nicotine is in each pouch and in the whole can.
CLP hazard information – This refers to the EU chemical safety rules. If your product contains any ingredients classified as hazardous (many do), this information must be shown clearly with symbols and warnings.
UFI code – A special code that helps poison control centers identify the product formula in emergencies.
Tactile warning triangle – A small raised triangle on the packaging so visually impaired users can recognize it as a hazardous product.
Manufacturer contact information – Must include your company name, address, and a phone number or email.
Child-resistant can – If the product carries a skull-and-crossbones pictogram (indicating severe health hazard), the can must be certified as child-resistant.
The label must follow design rules too:
Health warning must use bold Helvetica font on a white background.
Health warning must cover 30% of the two largest surfaces (front and back of the can).
Tobacco-containing snus must feature a 1 mm wide black border around the warning label; this is not required for tobacco-free products.
Ingredient information must cover 20% of one large surface.
View official label templates and more visual examples.
What you’re not allowed to do:
Make it look like food, candy, cosmetics or anything "fun".
Suggest the product is "less dangerous" than other nicotine products – even if it might be true.
Use colorful, playful, or childish design elements – Swedish authorities take this seriously.
Need a label review before printing? Email us at info@nordicpouch.com.
3. Selling in Retail Stores
If you're selling nicotine pouches in-store in Sweden, you must:
Notify your local municipality that you are selling tobacco-free nicotine products – you do not need prior approval.
Be aware that if you break the law, your right to sell can be revoked.
Undergo a suitability assessment, which looks at your financial history, legal record, and company structure.
Set up clear age control – sales are only allowed to people aged 18 and over.
Display “18+ only” signs at checkout and where the products are placed.
ℹ️ The municipality may inspect your store to make sure you're following the rules.
4. Selling Online: More Compliance Layers
Want to sell via your webshop? Then you’ll need to step up your compliance game even more.
You must:
Notify the Swedish Public Health Agency that you’re selling via distance (e-commerce).
Implement secure age verification on your site – BankID is the gold standard in Sweden and is best used at checkout to ensure legal compliance while maintaining a smooth user experience.
Require ID check upon delivery – no "leave at door" option allowed.
Show all legal warnings and nicotine content information on your site, before checkout.
Avoid all sales tactics that encourage higher consumption, including:
Crossed-out prices or discounts that create a sense of urgency.
"3 for 2" or similar bundle deals.
“Buy for X SEK and get free shipping” campaigns.
ℹ️ This isn’t just about the product packaging – your entire digital storefront must comply.
Learn more on e-commerce rules here.
5. Taxes & Reporting
Selling nicotine pouches in Sweden means you will also need to pay nicotine excise tax.
Here’s what you need to know:
The current rate is approx. 207 SEK per kilogram of nicotine and 520 SEK for tobacco.
Full tax guide from Skatteverket (in Swedish).
6. Stay Compliant: Ongoing Checks
Swedish authorities actively monitor nicotine product sellers – both online and offline. They may inspect your:
Packaging
Labels
Marketing
Online store
Retail location
Violations may lead to fines, product bans, or even a loss of license.
Need Help? Nordicpouch Can Guide You
Whether you're a brand looking to launch in Sweden or a retailer expanding into nicotine pouches, we’re here to help. We’ve guided companies of all sizes through registration, labelling, packaging compliance, and launch strategy.
Contact us at info@nordicpouch.com.