EU’s Beating Cancer Plan aims to reach a tobacco-free generation in 2040. Are nicotine products adding to the problem, or are they a tool to reach that goal? In Sweden, smoking rates have decreased over time, and nicotine pouches/whitesnus and e-cigarettes have high availability, affordability, and attractiveness. The aim is to provide a tool for visualizing successful tobacco control measures and less successful tobacco control approaches, using examples from Sweden. The aim is also to offer the best available knowledge on the connection between snus use, e-cigarette use, and cigarette smoking. Prevalence data on tobacco and nicotine use from the Public Health Agency of Sweden, The Swedish Council for Information on Alcohol and Other Drugs (CAN), and The Swedish Agency for Health Technology Assessment and Assessment forSocial Services (SBU) is used together with a timeline of tobacco control measures in Sweden to create a paper on key learnings on tobacco control measures in Sweden. Reviews conducted by The Swedish Agency for Health Technology Assessment and Assessment for Social Services (SBU) on the connection between e-cigarettes and snus and tobacco smoking and by the Swedish Consumer Agency on company compliance with regulation in marketing are used. Sweden has implemented decisive policy changes over time that have led to its low smoking rates. A steady increase in taxes, age limit, ban on tobacco advertising, oversight mechanisms, early introduction of smoke-free public places, and cost-free smoke cessation services have all successfully reached the current level of 6 percent. Total nicotine and tobacco use is 19 percent. White snus was unregulated in Sweden until 2022 when it was marketed and sold to young people. Regulations after 2022 include an age limit for sales and marketing, which must be modest and non-intrusive, but legal compliance regarding the marketing of white snus towards young people is a problem. Sweden has seen a sharp increase in snus use since white snus was introduced on the market, especially among young women who historically have not used snus. Many of the young users who start using nicotine products have not previously used tobacco. In the general public, a decrease in smoking rates has been a trend over time, whereas the trend in snus use has increased during the last years. The use of e-cigarettes is increasing among young people at an alarming rate, while e-cigarette use is still uncommon among adults. The total nicotine use in Sweden is currently increasing. A coherent tobacco policy is needed to achieve a tobacco-free Europe, where less than 5 percent of the population use tobacco by 2040. This must include all products available on the EU market, both tobacco and non-medicinal nicotine products.