Two startling statistics emerge from a recent survey of smokers in Europe conducted by ETHRA (European Tobacco Harm Reduction Advocates): nearly one in three (31%) of current smokers would be interested in trying snus if it became legal, but less than 3% are actually snus users. Given the almost incontrovertible evidence from Sweden – the only EU country where snus is legal, for idiosyncratic historical reasons – of the oral format’s success in reducing tobacco-related disease, this huge potential demand seems to represent a huge public health opportunity. If snus became legal EU-wide, then even if only a relatively small fraction of that 31% gave up combustibles in its favour, that would represent (...)