Brussels – In the European debate on tobacco control, a number of key points are emerging that clearly define the direction—and the challenges—of current policies. On the one hand, the European Commission has made the issue a political priority, recognising that existing legislation is now outdated in the face of a profoundly changed market. On the other hand, negotiations between Member States are scaling back the initial ambition, mainly due to diverging economic interests. The issue of protecting young people, who are increasingly attracted to new nicotine-based products, remains central, as does the role of communication and marketing in making them appealing. Finally, there is the debate over the effectiveness of taxation and its alleged link to the illicit market, which, according to some sources, is often used to distort the political debate.
Among these voices is that of Erin Roman, director of Smoke Free Partnership, a European coalition of NGOs working on EU policy analysis and advocacy for tobacco control, who, in an interview with Eunews, offers direct insight into these complex dynamics, highlighting the tensions, expectations, and risks involved.
Right from the start, Roman highlights a positive development: the growing institutional focus. “I think what we’re really grateful for is the fact that two Commissioners are working closely together on this issue,” she says, emphasising that recognising the need to update the legislation is a crucial step. “They have recognised that the legislation is outdated, the market has completely changed, and there is a fundamentally new threat.” This “new threat” relates in particular to the growing consumption of emerging products among young people. A phenomenon which, according to Roman, can no longer be ignored: “There is massive consumption, especially among young people, of the latest products… and I believe this is recognised globally.”
Alongside the health aspect, the economic dimension is also coming to the fore. Roman suggests that the focus on taxation is no coincidence: “One of the reasons why so much importance has been attached to the tax issue is the financial situation the Commission finds itself in.” However, she insists that public health must remain central: “We can commend them for putting public health at the forefront of their agendas.”
When the discussion turns to the proposal on tobacco taxation (TED), the assessment becomes more nuanced. Roman acknowledges that there was initial satisfaction: “When the proposal was presented, yes, we were really pleased with it.” But there is no shortage of substantial criticism: “There were several aspects which, in our view, could have been strengthened.”
The main problem today seems to be the gap between ambition and the reality of the negotiations. “The ambition expressed by the Commission is not reflected at all in the current discussions,” she observes. And she adds quite clearly: “The level of ambition… is absolutely not what we are seeing at present.” The requirement for unanimity among Member States further complicates the picture. Roman makes no secret of her frustration: “There are several countries taking very intransigent positions… we are a bit disappointed.” She goes further, pointing to a specific cause: “There are too many commercial interests at stake”.
In this context, the Cypriot Presidency plays a delicate role. According to the director of the Smoke Free Partnership, Cyprus had the potential to act as a neutral mediator: “It was in the best position, a sort of neutral party.” However, doubts are emerging about the ultimate objective: “It is one thing to close the dossier, but is the dossier, in its final form, really the most ambitious in terms of public health?” The answer, for now, seems to be no. “I don’t think Cyprus has that objective in mind. The objective is to close the dossier.” But Roman insists on a crucial distinction: “The real question should be: is the objective to close the dossier with the utmost ambition and with public health at the centre?”
The link between health and the economy, however, remains central to the coalition’s agenda. Roman rejects the idea that taxation is merely a technical matter: “Taxes are not a health issue, but they are a health problem because everything has a knock-on effect.” She clarifies: “If I am ill, I cannot work and therefore cannot contribute to the economy. So how can we be competitive in this context?”
To support this argument, she cites a concrete example: Germany. “The German government is seeking to protect its citizens from inflation by raising the prices of tobacco products.” An example which, according to Roman, demonstrates how fiscal policy is also used to achieve broader social protection objectives.
On the subject of the illicit market, Roman is clear in rejecting the industry’s dominant narrative: “The industry always claims that if prices are increased, illicit trade rises.” But she immediately qualifies this statement: “The real crux of the matter is law enforcement… it has nothing to do with taxes.” In fact, she turns the argument on its head: “If you raise the price… the price of illicit products will also rise. It’s a two-way street.” According to Roman, this is often a communication strategy: “The industry is very good at presenting this kind of argument to cloud the debate.”
The Commission’s assessment of the tobacco products is considered, on the other hand, altogether positive. “Overall, we were quite satisfied,” she says, while pointing out some shortcomings, such as the lack of attention to filters. However, a structural problem emerges: delays. “We are a couple of years behind… and that means several lives that could have been saved.”
The focus of the interview, however, is on young people, identified as the real battleground for future policies. Roman describes a profound shift in the perception of nicotine-based products: “If you advertise a product like any other consumer good, you make no distinction between the risks.” The historical comparison is striking: “We have practically gone back to the 1970s.” According to her, the new communication channels also bear responsibility: “Advertising on social media does not indicate what the health risks are.” And here one of the central points emerges clearly: the appeal of these products to young people.
Roman distinguishes between two categories of consumers: “Those who have been smoking for many years and are looking for a way to quit” and “young people who might never have used these products, but are taking them up and think they’re cool.” The conclusion is harsh and direct: “This is the industry’s business model; they need addiction.” And again: “Young people are their target.”
In her own words, the director of the anti-smoking NGO coalition sends a clear underlying message: without a decisive change of pace, there is a risk that policies will come too late to keep up with a reality that is moving much faster.
English version by the Translation Service of Withub
