Comments by Swedish Match to the press release from the European Commission

As stated in a press release today from the European Commission, the European
Anti-Fraud Office, OLAF, has presented a report to the European Commission.
Among other things the report states that Swedish Match has filed a complaint
about receiving a proposal to influence the outcome of the ongoing review by the
European Commission of the Tobacco Products Directive, in exchange for financial
compensation. The Tobacco Products Directive regulates the sales ban on Swedish
snus within the EU, to which Sweden has an exemption.
Swedish Match has the following comments to the press release and to the OLAF
investigation which has now been concluded:

-       Swedish Match takes this incident very seriously. The incident was
promptly reported to the European Commission, and the report from the Anti-Fraud
Office has confirmed that the notification was warranted and that a thorough
investigation has been conducted.

-       Swedish Match expects that the European Commission in the future will
ensure a transparent and legally fair process for the proposal of a new Tobacco
Products Directive which is expected during the autumn.

-       Swedish Match expects that proven scientific facts regarding snus,
including the well documented significantly lower health risks compared to
cigarettes which are allowed in the EU, are considered in a continued fair legal
process for the proposal of a new Tobacco Products Directive.
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For further media comment:

Sweden:

Johan Wredberg

johan.wredberg @swedishmatch.com

Mobile: +46-73-0279343

Norway:

Nils Erlimo

nils.erlimo @swedishmatch.com

Mobile: +47-920-85814

International:

Rupini Bergström

 rupini.bergstrom @swedishmatch.com

Mobile: +46-70-5402892
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Swedish Match develops, manufactures, and sells market-leading brands in the
product areas Snus and snuff, Other tobacco products (US mass market cigars and
chewing tobacco), and Lights (matches and lighters).Well known brands include
General snus, Longhorn moist snuff, Red Man chewing tobacco, White Owl cigars,
Cricket lighters, and Fiat Lux matches. The Group sells products across the
globe, with production units in six countries. The Group’s global operations
generated sales of 12,205 MSEK for the twelve month period ending June 30, 2012.
The Swedish Match share is listed on the NASDAQ OMX Stockholm (SWMA).
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Swedish Match AB (publ), Box 7179, SE-103 88 Stockholm, Sweden
Visiting address: Västra Trädgårdsgatan 15. Telephone: +46 8 658 0200
Corporate Identity Number: 556015-0756
www.swedishmatch.com