From everything I have read, in Sweden, where snus is king, it's been shown that smokeless tobacco is a gateway away from cigarettes as many smokers use it to quit. The smoking rate has been falling since the 60's when the health risk associated with smoking became widely known, while snus use has increased. There smoking rate is lower then any other industrialized country. Far more people use it to quit smoking then the small percentage that start with snus and take up smoking. Public health has greatly improved as Sweden has the lowest cancer rate associated with smoking of all industrialized countries in the world. Of course in Sweden there is a fair amount of accurate information on the risk factors between snus and smoking so tobacco users naturally choice the less risky snus.
If accurate information was available in North America as to the risk factors between smokeless tobacco and smoking many more people would choose smokeless. This misinformation campaign is killing people.
You'd think that the US would pick up on what has worked in Sweden and accept there success with Snus. However, they want to fight that too. It's all about the money.