Iceland’s government is under fire after unveiling a sweeping bill that would lump every tobacco and nicotine rule into one tougher law.The draft, released for public comment in June, seeks to ban flavoured nicotine pouches seen as attractive to children, introduce plain packaging, block online sales, and add stiff fines for retailers who break age check rules. Producers would also need new permits before placing goods on store shelves.Public reaction has been swift and largely hostile. By the July 3 deadline, officials had logged 190 formal submissions, many accusing the health ministry of going too far. .“Depriving people of taste is a crime,” wrote one submission.“I think I’ll go back to Marlboro and Icelandic snuff,” said another submission.Industry heavyweights have joined the pushback. Icelandic Chamber of Commerce (ICC) and the Confederation of Icelandic Enterprise warn the bill could trample economic freedom and wrongly equate smoke-free pouches with combustible tobacco. .ICC say proposed flavour bans rest on “vague, subjective” criteria that would leave businesses guessing.Opponents also argue addiction hinges on nicotine, not colours or graphics, and that safer alternatives can help smokers quit.The Health Inspectorate backs the overhaul, calling it a “vital step” toward reducing youth uptake and protecting public health. Iceland Parliament is expected to debate the bill later this year, setting the stage for a clash between regulators and a vocal coalition of consumers and businesses.
