EU Commission: “The number of smokers is falling, but threats from new products are on the rise”

Brussels – According to the European Commission, since 2012, the smoking rate in the European Union has fallen from 28 per cent to 24 per cent of the population, with an even sharper decline among young people. Tobacco-related deaths have also fallen “significantly.” However, alongside this decline, threats are growing from new products on the market, such as e-cigarettes, snus and nicotine pouches. This is revealed in the assessment published today (2 April) by the European Commission to monitor the effectiveness of the directives currently in force on tobacco regulation. This refers to the Tobacco Products Directive (TPD) and the bans on tobacco advertising and health warnings.

According to the European Commission, the results of the assessment show that “EU tobacco control regulations have contributed to a significant decline in smoking and tobacco-related deaths across the EU.” The decline observed by the European Commission is “even more pronounced among young people.” It is these same younger generations who are instead turning to new products on the market, such as e-cigarettes, nicotine pouches and snus. The report identifies “shortfalls in EU legislation”: “The rise of e-cigarettes, heated tobacco products, and nicotine pouches has raised new public health concerns.” These products “pose a particular threat to younger generations”, as they are “at risk of nicotine addiction and long-term health consequences,” and are exposed to the “attractive features and assertive online promotion of these products.” Regulation of these new products is already on the European Commission’s agenda, specifically in the revision of the Tobacco Products Directive, scheduled for completion by the end of 2026. The Commissioner for Health, Oliver Várhelyi, has made it clear that “the use of smokeless tobacco and nicotine-based products, as an alternative to combustible smoking, does not reduce health risks.“

The assessment also highlights the evolving nature of advertising and promotion. Although advertising in traditional media “has decreased significantly” due to EU restrictions, digital promotion remains “a major challenge,” particularly because of the covert nature of its promotion of tobacco and nicotine products, especially new products. The document also shows that harmonised EU rules have “improved the functioning of the internal market.” Measures such as the regulation and disclosure of ingredients, labelling and packaging requirements, traceability and safety features of tobacco products, and cross-border rules on advertising and sponsorship have “contributed significantly to the smooth functioning of the internal market and enhanced the effectiveness of the tobacco control framework.”

Overall, the European Commission concludes that “the EU tobacco control framework has been effective in delivering substantial public health benefits and in supporting the internal market”. At the same time, it emphasises the need to “adapt the regulatory framework to address new market developments, technological changes and emerging health risks, as well as to tackle persistent ones.” The next step for the institutions will be the impact assessment and consultation process. By the end of 2026, the European Commission intends to propose a revision of the legislative framework on tobacco control, covering two directives: the one on tobacco products and the one on taxation. The EU’s plan, however, is clear: to deter people from the appeal of new products, including by raising their taxes.