The European Commission wants to reduce the proportion of smokers in the Union to Swedish levels - below five per cent. At the same time, it wants to severely restrict access to smokeless nicotine products, even though these are identified as a key factor behind Sweden's low smoking rate. A new tobacco directive is now being pushed through at record speed.
The European Commission aims to reduce the proportion of smokers in the EU to below five per cent within 15 years - the same level as in Sweden. Paradoxically, it also wants to restrict access to smokeless nicotine products, which are used much more in Sweden than in the rest of the EU. Pressure is now mounting to present a proposal for a revised tobacco directive as early as next year.
Newspapers report that Politico and Euractiv, who has taken note of a draft of the European Commission's new cardiovascular strategy - The Cardiovascular Plan, also known as Safe Hearts Plan. The proposal is expected to be presented to both the Council of Ministers and the European Parliament in 2026
Want to tighten up both smoking and smoke-free options
The plan calls for stricter legislation on smoking and cigarettes, as well as far-reaching restrictions on smokeless nicotine products such as e-cigarettes, heated tobacco and nicotine pouches.
”New tobacco and nicotine products, such as heated tobacco, e-cigarettes and nicotine pouches, have become increasingly popular in recent years - especially among young people. A growing body of research points to health risks associated with these products and suggests that they may act as a gateway to nicotine addiction and traditional tobacco use,” says the European Commission.
Smoking is replaced - not reinforced
At the same time, several studies and market data show that smokeless nicotine products have effectively replaced smoking, especially among younger age groups. A similar trend is also visible among older people - albeit at a slower pace.
- "We see a clear trend in our sales," says Markus Lindblad, Head of Communications at Haypp Group, Sweden's largest retailer of smokeless nicotine products.
- "In our regular surveys, it is mainly smokers who buy both vapes and nicotine pouches. Nicotine pouches have also caught up with traditional Swedish snus and are primarily attracting women smokers," he adds. Vejpkollen.
Divide between EU countries
According to the newspaper Clearing The Air, which scrutinises EU nicotine policy, has increased pressure on the Commission after it failed to win support for a hardline ban at the meeting of the WHO Tobacco Convention earlier this year.
Several member states strongly opposed wording that “opens the door to severe restrictions, including bans” on nicotine pouches and e-cigarettes. At the same time, they chose not to propose any equivalent measures on cigarettes and smoking tobacco - beyond high taxes and filter bans.
Countries such as Sweden and Italy instead called for harm reduction, through smoke-free nicotine products, to be included in the EU's approach. As a result of the disagreement, EU countries were unable to agree on a common line - and in practice spoke with their silence.
Revision brought forward - fast track process pending
A review of the European Tobacco Products Directive was originally scheduled for 2027. Politico and Euractiv the new timetable means that the process must now be significantly accelerated.
- In practice, the proposal must already be finalised. It will take at least 12 months to carry out impact assessments, evaluate the current directive and push the process through the EU bureaucracy. This will be followed by consultation rounds, ministerial negotiations and a vote in Parliament, a source told Clearing The Air.
”I hope the EU listens to the evidence”
Michael Landl, operations manager at the interest organisation World Vapers Alliance, is critical but cautiously hopeful.
- "It is fundamentally good if the EU gets a new and modern tobacco directive that takes into account the growing body of independent research on smokeless nicotine products such as vapes and nicotine pouches," he says.
- We need a regulatory framework that is based on relative risks and actually minimises harm from nicotine use. We can only hope that the EU will listen to consumers and evidence on this issue - although hopes that they will actually do so are rather low.
