The European Commission published its long-awaited evaluation of two key directives on tobacco products and advertising on Thursday, issuing a stark warning: new products such as electronic cigarettes are linked to serious health risks.

The Tobacco Products Directive (TPD) and Tobacco Advertising Directive (TAD) date back to 2014 and 2003 respectively, when they mainly focused on traditional cigarettes. However, since then, new products – including e-cigarettes, heated tobacco and nicotine pouches – have emerged on the EU market and are not fully covered by the current framework.

Brussels therefore intends to revise both directives to reflect this new reality.

The 143-page report concludes that restrictive measures – such as plain packaging or bans on smoking in indoor spaces – have reduced traditional cigarette use from 28% in 2012 to 24% in 2023.

However, newer products, which are particularly appealing to young people, have created fresh challenges. Between 2012 and 2023, the EU e-cigarette market alone grew by 450% in value.

“If regulation fails to keep pace, Europe risks replacing declining smoking rates with a new epidemic of nicotine addiction, while traditional tobacco continues to cause harm,” said Olivér Várhelyi, the EU’s health commissioner.

Severe health risks

The tobacco industry argues that new products are less harmful than traditional cigarettes and support smoking cessation. However, the Commission warns that these products also pose serious health risks.

Citing scientific studies, the report states that e-cigarette use is linked to cardiovascular disease, respiratory problems and “may have some tumourigenic and pregnancy impacts”.

Some substances produced by e-cigarettes are known to be carcinogenic, the document adds.

Regarding nicotine, the report notes that in pregnant women, exposure from e-cigarettes may have similar effects on foetal brain development and could lead to other adverse pregnancy outcomes.

According to the Commission, heated tobacco products and nicotine pouches present similar health concerns.

The Commission also highlights snus – Sweden’s traditional oral tobacco, which is banned for sale in other EU countries. The report notes that cross-border purchases, and in some cases smuggling, have increased snus consumption in other EU countries, posing risks to public health.

Swedish MEPS are already raising concerns: “If very far-reaching measures are being considered, they need to be based on science, be proportionate, and protect the Swedish snus tradition,” said Johan Danielsson.

New online marketing tactics

In terms of advertising, the Commission appears ready to take a stricter approach, particularly regarding new products.

The report states that these products are increasingly promoted on social media platforms such as Facebook, Instagram, X, YouTube and TikTok, often through influencers.

The Commission notes that such promotional practices primarily target adolescents and young adults.

“Such online promotion, particularly via social media and online marketplaces, has been shown to increase consumer uptake, further complicating public health efforts,” the report concludes.

Industry reacts

As expected, the industry was not pleased with the report.

“The report is blatantly biased, burying scientific evidence on less harmful alternatives that actually work,” commented Alberto Gómez Hernández, policy manager at the World Vapers’ Alliance.

Fabio de Petris, Vice President EU External Affairs at British American Tobacco, questioned “whether the Commission is following the evidence or simply justifying a pre-determined agenda that could set back progress toward a smoke-free EU.”

The company added that EU public health could benefit if adult smokers switch to “better, smoke-free alternatives.”

Poland’s role

The Commission intends to propose a revision of both directives by the end of 2026. Revising the legislation requires a qualified majority rather than unanimity, as is the case for tobacco excise taxation.

A group of countries led by Italy and Greece – both with significant investments in new nicotine products – are more cautious about treating traditional cigarettes and newer products in the same way.

By contrast, France, Belgium and the Netherlands are pushing for the strictest possible legislation.

The position of Poland – which has substantial investments in traditional tobacco – could prove decisive in determining the final balance, the diplomat added.

(bms, aw)