Consumer health and harm reduction
The Swedish Match philosophy of tobacco harm reduction entails that smokeless tobacco products, such as Swedish snus manufactured according to Swedish Match’s quality standards, play an important role in reducing tobacco harm.
The harm reduction approach is based on the recognition that the health hazards of cigarette smoking can largely be avoided by switching to smokefree sources of nicotine. There is some evidence that smokers are more likely to accept alternative tobacco products, and thus have greater success in quitting smoking, than to accept nicotine replacement products.
Consumer safety
Swedish Match continuously works to reduce or eliminate the alleged harmful components in its snus and to increase knowledge about snus products and its impact on consumers. The Swedish Match quality standard, GOTHIATEK®, provides a guarantee assuring consumers that Swedish Match’s Swedish snus undergoes controls while maintaining the highest quality, from tobacco plant to the end consumers. This includes requirements on maximum permitted levels of suspected harmful elements that occur naturally in tobacco, on raw material, on the manufacturing process, and on high quality product information to consumers.
Responsible product labeling
Swedish Match complies with all regulations concerning labeling of tobacco products. Compliance with these requirements is reviewed continuously and no incidents of non-compliance were reported during 2011.
In addition to complying with the mandated requirements, the Group is fully transparent with regard to the content of its snus products. All ingredients are listed on the Company’s website and are fully disclosed to the relevant Public Health Authorities.
Responsible marketing communication
Swedish Match always seeks to market its products responsibly and in accordance with laws and regulations as well as the Company’s Code of Conduct. Compliance with these laws and requirements is reviewed continuously. During the year, Swedish Match received an authority notification that a marketing program in the United States was violating the law. Swedish Match does not share this view but has stopped the program.
Swedish Match has an “Under 18 No Tobacco” policy and believes that all tobacco products should only be sold to adults of legal tobacco age, and who are 18 years of age or over. To prevent the underage use of tobacco, Swedish Match will continue to partner with retailers, distributors, and public officials. The Company does not direct its marketing, advertising, or promotion of tobacco products to people under the age of 18 and will continue to educate and inform tobacco retailers in order to prevent the underage sale of tobacco as well as provide support and leadership in any efforts they make to demonstrate their endorsement of the “Under 18 No Tobacco” policy.
Customer satisfaction
Swedish Match works to maintain high levels of customer satisfaction. In Sweden, customer satisfaction is measured every 18 months through a standardized survey process. In the US, this process is not yet standardized, but carried out on a case by case basis.