Children's future is the responsibility of adults – towards a smoke-free and nicotine-free Finland

According to surveys and statistics, smoking among Finns has declined in recent years. At the same time, the use of other nicotine products has increased.

A particular concern is the significant rise in the use of vapes (e-cigarettes) and nicotine pouches among children and adolescents. Alarmingly, even younger children are starting to use vapes.

– In Tampere, too, the use of e-cigarettes among children and youth has increased. This was already evident in the results of the 2023 school health survey. In September, we’ll receive the results of the new survey conducted in spring 2025, which will show how the situation has evolved, says Johanna Heine, Substance abuse prevention coordinator of the City of Tampere.

Marketing lowers the threshold for experimentation

The tobacco industry uses colorful packaging, sweet flavors, and trendy product names to create appealing first experiences with tobacco and nicotine products for children and youth.

Social media influencers and viral campaigns integrate nicotine products into young people’s everyday lives. The boundaries of advertising are becoming blurred, and covert marketing is far from rare.

– Vapes and nicotine pouches are often branded as ‘healthier’ alternatives. Their appearance, flavor, and scent are designed to attract young consumers. Media has shown signs of increased visibility of smoking. Is this becoming a trend, and how will it affect future smoking behavior? Heine reflects.

Legislative reform restricts use and sale of nicotine products

In August 2025, a new tobacco law came into effect, aiming to protect young people from nicotine product use. The changes will be implemented in stages.

The law now includes a definition for smokeless nicotine products, covering nicotine pouches and similar items.

– The reform aims to cut off industry tactics that bring vape devices, nicotine pouches, and other smokeless nicotine products into young people’s daily lives, Heine explains.

Under the new law, possession of all tobacco substitutes – including nicotine pouches, vapes, and energy snus – is prohibited for individuals under 18.

Their use is also banned in all environments central to children’s and youth’s daily lives. Nicotine products may not be used in daycare centers, preschools, comprehensive schools, upper secondary institutions, or playgrounds – indoors or outdoors.

– One of the most significant reforms in the legislative change is that nicotine pouches and other smokeless nicotine products can no longer be legally sold online, says Johanna Heine.

Once the transition period ends, the law will also affect the composition, flavors, and packaging of nicotine products.

Adults responsible for a nicotine-free future for children

Legislation and regulation of availability can influence nicotine use. It is the responsibility of adults to ensure that children and youth grow up in environments that support a nicotine-free lifestyle.

Stricter advertising restrictions, health education in schools, and open conversations initiated by parents are key to creating a smoke-free and nicotine-free generation.

– Parents play a crucial role in preventing youth nicotine use. What matters is a home atmosphere where young people feel safe to ask questions and talk about the issue. Parents and children can explore reliable sources of information together, says Substance abuse prevention coordinator Johanna Heine and continues:

– Parents’ own use of nicotine products affects young people. A positive example and healthy lifestyle choices support youth in making their own decisions.