New Finnish report highlights changing youth attitudes to alcohol, nicotine, drugs and gambling
23.09.2026 - A new Finnish report provides a broad picture of how young people view alcohol, nicotine products, illegal drugs, gambling and substance-free lifestyles. Published by the Finnish prevention organisation EHYT on 22 September, the Youth Culture and Substances Report 2026 brings together the main findings of its latest biennial survey and compares them with results from previous years.
The findings present a mixed picture. Substance-free lifestyles have become increasingly attractive, with 58% of respondents describing being substance-free as “in”. At the same time, alcohol also appears somewhat more fashionable than in recent surveys. In 2026, 39% considered alcohol trendy, while 29% described it as “out”. Most respondents regarded alcohol as harmful to some degree, but the report notes that it is still perceived as less harmful than other substances and remains relatively normalised in society.
Social factors continue to play an important role in alcohol use. Young people most commonly associated drinking with having fun, spending time together, peer pressure, getting away from everyday life and relaxing. Access also remains an issue. Nearly three quarters, 73%, believed that obtaining alcohol while underage was at least fairly easy. Among respondents who had obtained alcohol before the age of 18, friends and acquaintances were by far the most common source.
The report also draws attention to the changing nicotine market. While traditional smoking is increasingly considered unfashionable, flavoured nicotine pouches have gained a strong position among young people. Some 42% considered flavoured nicotine pouches trendy, compared with 25% for unflavoured products. The report also found nicotine pouches to be the nicotine product most commonly used daily. EHYT notes that the perceived normalisation, easy availability and discreet use of nicotine pouches appear to contribute to their acceptance among young people.
Attitudes towards illegal drugs remain predominantly critical. Three quarters of respondents considered drugs very harmful, and 57% described them as “out”, although 18% regarded them as trendy. Cannabis was viewed more positively than other illegal drugs, particularly among older respondents. The report also found that young people most often associate drug use with curiosity, excitement, relaxation and stress relief, while awareness of health risks is the most commonly cited reason for not using drugs.
Gambling is another area where the report identifies changing perceptions. Thirty-two percent of respondents considered gambling or betting trendy, with a marked gender difference: 41% of young men compared with 23% of young women. Younger respondents were also more likely than older respondents to say that attitudes towards gambling had become more positive within their circle of friends.
The 2026 survey was conducted by Taloustutkimus Oy for EHYT among 1,890 people aged 15 to 29 across Finland, excluding Åland. Data were collected through online panels in January 2026. The survey has been carried out every two years since 2016, allowing EHYT to examine how youth attitudes and perceptions have developed over time.
For prevention professionals, one of the report's important messages is that positive developments and emerging risks can exist at the same time. Substance-free lifestyles and health are increasingly valued, yet alcohol continues to occupy a normalised social role, new nicotine products have become embedded in youth culture, and young people perceive drugs and gambling as increasingly visible around them. The findings underline the importance of following not only actual consumption, but also the social norms, availability and environments that shape young people's choices.
Source: EHYT
