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While the EU and the Swedish health establishment were going to great lengths to prop up the ban on oral snuff, others saw the prohibition as an accident of history which needed putting right.

ASH (UK) had been the main driver behind the campaign to ban oral snuff in the 1980s. Twenty years later, they officially acknowledged that the 1985 IARC report that had been used to justify the ban was “based on studies that were almost exclusively on US and Asian oral tobacco products, not snus.” In June 2004, Clive Bates ’successor as director of ASH, Deborah Arnott, called for snus to be legalised and regulated, [...]