Richie Lovelace, a fit young man with a big smile and an infectious laugh, calls himself The World's Healthiest Degenerate.
Over 100,000 follow him. Last summer he visited Sweden, “The motherland of snus,” as he calls it. That film received over 400,000 views.
12-year-olds who smoke snus
In a 28-minute video on YouTube, the viewer follows him as he visits Nikoteket and discusses products with the shopkeeper. Outside the shop, he meets young people aged 15-16, who say that they smoke snus and have been doing so since they were 12. “It’s a tradition in Sweden,” the guys assure him. “Oh, what guys, but they say it’s legal. I’m not influencing anyone in a negative way,” says the smiling Daddy Wellness before hurrying on for pizza and a beer.
In another video, he visits Swedish Match in Gothenburg and learns how to make snus.
The authorities respond
The videos show different snus products and the whole atmosphere is very positive. Tobacco Facts has asked the Swedish Consumer Agency how they view the features. Is it allowed to post a video like this? Will there be a different assessment because the vlogger is only in Sweden on a visit?
The Consumer Agency responds:
With regard to white snus that is marketed online, the Swedish Consumer Agency can primarily act against actors that are established in Sweden (Swedish companies). In this case, the Act on Tobacco-Free Nicotine Products applies. In order for the Swedish Consumer Agency to be able to act against an American actor that markets white snus online, it is required that the marketing, based on an overall assessment, is deemed to be aimed at Swedish consumers.
Tobacco Facts has also asked the Public Health Agency how they view the film. They refer to the Swedish Consumer Agency.
Source:
Youtuber visits Nikoteket
