There are 8 million deaths from smoking each year. That’s the entire population of Switzerland, or Hong Kong wiped out every twelve months. Imagine all the hopes and dreams, the conversations, and the sights and sounds the deceased miss out on. Then, think about the various contributions they might have made to society and the keen sense of loss suffered by their friends and families.

Harm reduction advocacy is an essential step in reducing this unnecessary suffering. Considerate Pouchers are already engaged in work across Sweden and the UK to ensure that people who smoke have access to the products they need to reduce their risk of smoking-related illness and death.

Thankfully, those countries mentioned above have taken a sensible enough approach to pouches. However, other nations, such as Germany, have turned their backs on their citizens and have prohibited these life-saving alternatives.

Consumers in Germany need a voice, and Considerate Pouchers are here to help. Michael Raetze is the latest addition to the Considerate Pouchers team.

I caught up with him to find out about his plans as the Director of Considerate Pouchers in Germany.

How did you get started with nicotine pouches?

I love sports and staying active, so I was looking for a smoke-free, less harmful alternative to classic cigarettes. The problem was I didn’t want to give up the proven benefits of nicotine, like improved cognitive performance, increased alertness, or enhanced concentration ability.

So, I was happy to finally find nicotine pouches because, apart from the benefits I just mentioned, they’re a more discreet way to consume nicotine that doesn’t bother others.

What do you make of the current harm reduction situation in Germany?

I am concerned about the rising smoking rates in Germany despite extensive control efforts, and I want to highlight the success of alternative approaches in countries like Sweden and Norway.

In fact, I am exasperated with the current bureaucratic hurdles in Germany that prevent the legalisation and widespread availability of nicotine pouches. Therefore, I am advocating for a reconsideration of Germany's approach to tobacco control, which has the potential of nicotine pouches to reduce smoking rates and improve public health.

This is why I am urging the German government to legalise and regulate nicotine pouches as a safer alternative to traditional smoking.

Are there any parties or politicians in Germany that are sensible on nicotine pouches?

The FDP, the liberal party, which, by the way, is part of the German coalition, has shown reason, prudence and a willingness to speak in neighbouring fields, like vaping. So they are one party that we would like to talk with.

Does the industry need to do more to get the word out?

British American Tobacco (BAT) entered the German market a couple of years ago with their product VELO before pouches became prohibited. Now, they have a website and Instagram page called Pouchgenuss to help make these products available to German citizens.

It’s not real lobbying or astroturfing. It’s a transparent way to spread the word. So, for example, on their website, they’re very clear that this campaign is powered by BAT and sponsored by BVTE, who are the  German Association of the Tobacco Industry and New Products.

So, I don’t really know how the industry is trying to come up with arguments to convince politicians. I’m not into that, really, I have to admit. I’m coming from my own very individual consumer perspective.

I have tried to talk to politicians, and I’ve written some emails in the past, but I’m afraid that my leverage as an individual is not too great.

Yeah, unfortunately, this is a largely consumer-driven health topic. It’s not unusual for people to feel that no politicians are speaking for them.

Even with vaping, it was a real DIY pursuit for a lot of years. I think that advocacy from that perspective should move the needle more than a business that sees a gap in the market, and yet it can feel like our views are not valued.

What do you think good nicotine pouch regulations might look like?

Oh yeah, I do think there are good ways to regulate this market. When legalising pouches, I think we have to be careful about making sure the products don’t appeal to kids. So, for example, a flavour like pink chewing gum is problematic.

I’d like to see more neutral flavours and cans that don’t look too colourful or appealing to children.

You can also cap the nicotine content in each pouch. The exact limit is open to discussion, but it’s a mechanism to limit the potential for abuse.

Yeah, Richard Crosby at the Daily Pouch often mentions that there are pouches that come from the Eastern European market that have 50 or more milligrams in each pouch.

Yeah, that’s way too much.

So, it’s clear that tobacco companies and consumer advocacy groups need to get out in front of the regulations to reduce the likelihood that pouches come from unregulated markets.

I mean there are some elements of self-regulation present in nicotine pouches that are sold in Europe. And, despite the persistent claims that kids or teens are being targeted, the Eurobarometer report from a few weeks ago showed that around 75% of 15 to 24 year olds had never seen an ad or promotion for nicotine pouches, with just 3% saying they see ads often. I think that’s a good basis to work off.

So, what are your plans for Considerate Pouchers in Germany? How did you find each other?

When I was researching nicotine pouches, I found out about Considerate Pouchers. So, I reached out to Mark Oates because I share his goals.

We want to reach more people and make sure they’re aware that there are activities going on, and make consumers who currently order products online understand that there will hopefully be more regulated and safer ways to access pouches.

Who are your favourite people in the nicotine advocacy space?

I’m a big fan of Mark Oates, and there are a few Instagram pages that I like, such as the Snus Lovers, which I think are from South Germany or Austria.

There’s another Instagram page called Snus Hero, but it’s more of a fun page with memes rather than an advocacy group.

Yeah, I think there is room for that kind of thing. Sure, health is a serious topic, but there is a lot of absurdity from governments and public health organisations that we need to laugh about.

For sure. There are also many Instagram pages for nicotine pouch retailers that are full of good information, but they direct readers to products, so they might not fit the classic model of good advocacy. Additionally, some of these pages are directly benefiting from the limited market in Germany right now.

I also really like The Daily Pouch because it’s a very good and very transparent site with a lot of articles. I like the fact that a lot of articles link out to actual sources. So, whenever I open an article from there, it’s not just advocating and offering an opinion. It’s also very informative and even objective.

Yeah, we want it to be educational but fun, and to keep things short and snappy because people don’t read as much as they used to. These days, if you want to get information out there it needs to be written for people who are scrolling on their phone.

The Pouchgenus page that I mentioned earlier does a great job of sourcing articles and sharing statistics. It’s also a neutral space, and they keep things very broad and simple.

So, what about your favourite pouch flavour?

I like the more frosty, mint, and ice flavours.

People who smoke in Germany need someone to fight their corner so they can have access to safer, cleaner, and more discrete ways to access nicotine. Smoking prevalence is still around 20% in the country, so there is a clear need for committed and passionate advocates like Micheal Raetze to deliver meaningful change.