In May 2025, as South Africa pushes forward with new tobacco control legislation, leading global health experts urged the nation not to overlook a crucial, evidence-based approach that is transforming public health outcomes in countries like Sweden and New Zealand.
At an event hosted by Quit Like Sweden (QLS) in Cape Town, public health leaders, policymakers, and harm reduction advocates gathered to present a compelling alternative to traditional tobacco control: one that supports adult smokers in transitioning to safer alternatives.
Quit Like Sweden Founder and Director, Suely Castro, said: “For decades, we’ve relied on the same toolbox: bans, taxes, and restrictions. Yet in many countries, smoking rates have stalled. Sweden took a different path—one that empowered smokers with options. The result? A smoking rate of just 5.3% and the lowest tobacco-related death rate in Europe. South Africa deserves the same success story.”
Sweden’s tobacco harm reduction model prioritises the accessibility, acceptability, and affordability of safer alternatives, such as nicotine pouches, snus, and e-cigarettes, while maintaining traditional cessation and prevention efforts. This pragmatic balance has led Sweden to become the first country globally to almost achieve official smoke-free status.
Similarly, New Zealand has halved its smoking prevalence in just five years by supporting vaping and alternative nicotine products as a pathway out of smoking, particularly among vulnerable groups.
Leading international expert Clive Bates, said: “There are two main lessons to take from international experience. First, it is possible to radically reduce smoking and disease by driving out cigarettes with low risk smoke free alternatives like snus, pouches, vapes or heated tobacco. Second, policies that try to stop these developments are prone to harmful unintended consequences such as more smoking, illicit trade or risky workarounds.”
QLS called on members of Parliament to ensure the Bill supports adult access to safer alternatives and includes a clear distinction between combustible tobacco and non-combustible nicotine products.
Suely Castro added: “We are not asking South Africa to blindly copy Sweden. But we are urging policymakers to seriously consider what’s working. Lives are on the line. And the evidence could not be clearer.”
Media Coverage
“Warning against vaping regulation”, 11 May 2025, The Sunday Times: https://www.timeslive.co.za/sunday-times/business/business/2025-05-11-warning-against-vaping-regulation/
“Quit Like Sweden urges SA to back harm reduction, amend tobacco bill”, 7 May 2025, Quick News: https://www.quicknews.co.za/2025/05/07/quit-like-sweden-urges-sa-to-back-harm-reduction-amend-tobacco-bill/
“Quit Like Sweden urges SA to back harm reduction, amend tobacco bill”, 13 May 2025, Biz Community News: https://www.bizcommunity.com/article/quit-like-sweden-urges-sa-to-back-harm-reduction-amend-tobacco-bill-817713a
“Warning against vaping regulation”, 13 May 2025, The Business Times: https://www.businesslive.co.za/bt/business-and-economy/2025-05-11-warning-against-vaping-regulation/
Speakers
Suley Castro
Suely Castro is a passionate advocate for harm reduction, who has worked on assessing the impact of international approaches to Tobacco Control, focusing on the experience and real-world effectiveness of alternatives to smoking. She has dedicated nearly two decades to researching and travelling the world advocating for alternative nicotine products to be Accessible, Acceptable, and Affordable to those seeking to quit cigarettes. Suely works tirelessly to foster collaboration and dialogue across borders. Inspired by her personal experience with the impact that smoking and the absence of alternatives can have on families, she set up Quit Like Sweden after witnessing first-hand Sweden’s incredible achievement. Her goal is to bring the Swedish Experience to the world to help save and improve the lives of millions of people.
Federico N. Fernández
Federico N. Fernández is a visionary leader dedicated to driving innovation and change. As the CEO of We Are Innovation, a global network of 45+ think tanks and NGOs, Federico champions innovative solutions worldwide. His expertise and passion for innovation have earned him recognition from prestigious publications such as The Economist, El País, Folha de São Paulo, and Newsweek. Federico has also delivered inspiring speeches and lectures across three continents, authored numerous scholarly articles, and co-edited several books on economics.
Prof. Marewa Glover
Prof. Marewa Glover is a leading New Zealand tobacco control researcher with over 30 years of experience. Internationally recognized for her work in tobacco harm reduction, she was a finalist for the 2019 New Zealander of the Year Award. In 2018, she founded the Centre of Research Excellence: Indigenous Sovereignty & Smoking, focused on reducing smoking-related harm among Indigenous peoples globally. That same year, she became Tobacco Section Editor for the Harm Reduction Journal.
Dr. Fredrik H. Nystrom
Dr. Fredrik H. Nystrom (SWE) is Professor at the Department of Medical and Health Sciences, Linköping University, Linköping, Sweden. His major research areas are Internal Medicine (General Medicine), Obesity and Appetite regulation, Insulin, Cholesterol, Hypertension, Atherosclerosis, Metabolism, and Diabetes.
Kurt Yeo
Kurt Yeo is a South African tobacco harm reduction advocate and co-founder of VSML (Vaping Saved My Life), a platform sharing personal stories of smokers who switched to vaping. A former smoker of 20 years, he quit after discovering flavored vapes and later dedicated himself to addressing misinformation around alternative nicotine products. He is a member of the World Vapers Alliance Advisory Board and actively engages in policy dialogue and public education to promote evidence-based harm reduction.
Prof. Praneet Valodia
Prof. Praneet Valodia is a healthcare consultant and adjunct professor at the University of the Western Cape. He holds a PhD in pharmacology and founded Praneet Valodia Consulting in 2015, offering expertise in pharmacoeconomics, risk management, digital health, and tobacco harm reduction, built on decades of experience in health policy and innovation.
Clive Bates
Clive Bates is a public health and sustainability advocate with a diverse background across the public, private, and non-profit sectors. He led Action on Smoking and Health (UK) from 1997 to 2003 and later worked in senior roles in government, including the UK Prime Minister’s Strategy Unit and the United Nations in Sudan. He is now Director of Counterfactual, a consultancy promoting pragmatic approaches to public health and sustainability.
Dr. David Maina Mungai
Dr. David Maina Mungai is a medical doctor, practicing General Surgeon, and lecturer at Kirinyaga University in Kenya. He has a strong interest in public health and volunteers with the Stop-TB Kenya partnership to raise awareness about tuberculosis. He is also a harm reduction advocate and active member of the Harm Reduction Society of Kenya.
Prof. Solomon Rataemane
Prof. Solomon Rataemane is the Interim Executive Dean of the Faculty of Health Sciences at the University of Limpopo. He previously served as Head of Psychiatry at the University of Free State (1998–2003) and the University of Limpopo (2003–2019). Prof. Rataemane chaired the Ministerial Advisory Committee on Mental Health and represents Africa for the World Association for Psychosocial Rehabilitation. His expertise includes addiction medicine and substance abuse treatment, where he collaborates on enhancing cognitive behavioral therapy for substance abuse care.
Marc Gunther
Marc Gunther is a veteran journalist focused on tobacco control, drug policy, and philanthropy. He began writing about vaping in 2021 and has published work in Filter, Mother Jones, and on his site The Great Vape Debate. A former Fortune senior writer, his work has also appeared in The New York Times and The Guardian.
Dr. Joe Kosterich
Dr. Joe Kosterich is a medical doctor, author, speaker, and health industry consultant. He has over 20 years of experience in medical education, has held senior roles in the Australian Medical Association, and currently serves as Vice President of Arthritis and Osteoporosis WA. A former Chair of the Australian Tobacco Harm Reduction Association (ATHRA), he became interested in vaping through the experiences of his patients.