MP Halla Hrund Logadóttir raised concerns about the marketing of nicotine pouches to Icelandic youth in a session before parliament today. Health Minister Alma Möller agreed and announced plans to introduce a bill this autumn to restrict marketing and better protect young people.

“That cheerful guy”

In a session before parliament today, Halla Hrund Logadóttir, an MP for the Progressive Party, expressed concerns over the widespread use of nicotine pouches among Iceland’s youth. Halla made specific reference to Svens, a specialty store selling nicotine pouches, referring to Svens’ mascot as “that cheerful guy.”

Halla criticised the store’s marketing tactics.

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“This harmful product is being marketed like a type of Extra chewing gum, fronted by a character that’s a mix between Mickey Mouse and Sportacus. That’s exactly why it appeals to a broader audience,” Halla Hrund remarked.

She cited a study by the Committee for Welfare in the Nordic Region showing that 30% of young people in Iceland use nicotine pouches—the highest rate in the Nordic countries, RÚV notes.

Halla added that nicotine shops are springing up “like mushrooms,” occupying a similar space as video rental stores of the past—but instead of pick-and-mix candy, they’re selling one of the most addictive substances in the world. She called on the health minister to explain what actions are planned.

In agreement with Halla’s concerns

Alma Möller expressed agreement with Halla Hrund’s concerns. A few years ago, Alma noted, e-cigarettes became widespread, but their use has since declined. Now, nicotine pouches are the issue. “These products certainly had benefits—they helped adults quit tobacco—but things have gone much further, and the marketing often specifically targets children and teenagers,” she stated.

Alma added that a bill will be introduced in the autumn parliamentary session that aims to unify legislation on tobacco and nicotine products, with the goal of protecting children and young people. The bill will include provisions on labelling and advertising of nicotine pouches.

Law No. 87/2018 on Nicotine products (including nicotine pouches), e-cigarettes, and e-cigarette refills states that nicotine products, including e-cigarettes and refills, may only be sold or distributed in Iceland if their packaging includes clear health warnings and usage and storage instructions. The packaging must state the nicotine content and must not feature any text, images, or slogans that appeal specifically to children or adolescents. The Minister of Health may issue regulations on the appearance of packaging to ensure it is not attractive to minors.