Sweden is poised to become Europe's first smoke-free country largely thanks to the popularity of snus, a kind of moist snuff which is placed under the upper lip.
But some are worried the tobacco industry is peddling a "fairytale" that is too good to be true.
Used by one in seven Swedes, snus has, according to the government, helped slash the number of smokers from 15 per cent of the population in 2005 to 5.2 per cent last year, a record low in Europe.
A country is considered smoke-free when less than five percent of its population are daily smokers.
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