How online sales and promotion of snus contravenes current European Union legislation

Silvy Peeters, Anna Gilmore

Research output: Contribution to journalArticle

5 Citations (Scopus)
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Abstract

Context: The European Union (EU) Tobacco Products Directive that bans sales of snus (a form of oral tobacco) in EU countries other than Sweden is currently under review. Major tobacco companies favour the ban being overturned. This study aims to explore compliance with the current ban on snus sales and examines the conduct of online snus vendors, including their compliance with two other EU Directives on excise and tobacco advertising and Swedish legislation banning sales of snus outside Sweden.

Methods: To determine who is currently distributing snus via the internet in the EU, searches were carried out in Google, followed by searches in the WHOIS and Amadeus databases. Five online test purchases of snus were made in each of 10 EU Member States using a standardised protocol. Feedback from the test purchases and further analysis of the websites accessed for test purchases were used to critically examine snus retailers' conduct.

Results: The majority of online vendors operate from Sweden and target non-Swedish EU citizens. Test purchases were successfully made in all 10 EU Member States; of 43 orders placed, only two failed. Age verification relied only on self-report. The majority of sales applied Swedish taxes, contrary to EU requirements. Copious sales promotion activities, many price based, are incorporated in these websites contravening the EU regulation, and three test purchases were delivered with gifts.

Conclusions: Snus is currently being sold on the single market via the internet in contravention of Swedish legislation and three EU Directives. The apparent willingness of the tobacco industry to contravene EU and Swedish legislation and profit from unlawful sales raises questions about their status as stakeholders in consultations on future policy developments. The findings highlight how national and regional tobacco control legislation can be undermined in an increasingly globalised world.

Original languageEnglish
Pages (from-to)266-273
JournalTobacco Control
Volume22
Early online date21 Jan 2012
DOIs
Publication statusPublished - 2013

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European Union
Legislation
nicotine
sales
promotion
legislation
purchase
ban
Sweden
website
Tobacco
Internet
gift
search engine
development policy
taxes
profit
Tobacco Industry
stakeholder
Smokeless Tobacco

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How online sales and promotion of snus contravenes current European Union legislation. / Peeters, Silvy; Gilmore, Anna.

In: Tobacco Control, Vol. 22, 2013, p. 266-273.

Research output: Contribution to journalArticle

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