Several European Union Member States have formally called on the European Commission to introduce stricter regulation of vaping products and emerging nicotine alternatives. This coordinated initiative reflects growing concern among national governments about rising youth experimentation and the evolving nicotine product landscape. It also signals that the revision of the Tobacco Products Directive (TPD) and the Tobacco Advertising Directive (TAD) may soon include broader and more restrictive measures.
The recommendations reflect a collective desire to modernize EU tobacco control policy in light of new product categories and shifting consumer behaviors—particularly among young people.
Policy Proposals Under Consideration
The Member States’ proposals center on three key areas:
- Bans on flavored e-cigarettes, particularly those perceived to appeal to adolescents.
- Stricter marketing and packaging rules for novel nicotine products, including nicotine pouches.
- Regulatory inclusion of synthetic nicotine products and new delivery formats not explicitly covered under current frameworks.
While approaches vary across jurisdictions, the momentum toward greater regulatory scrutiny is clear.
A Shift Beyond Combustibles
Traditionally, EU tobacco control policy has focused on combustible products such as cigarettes and roll-your-own tobacco. However, the current proposals represent an expanded view of tobacco and nicotine regulation, with increasing emphasis on:
- Non-combustible products such as nicotine pouches, e-cigarettes, and disposables.
- Cross-border marketing, particularly through digital platforms that are accessible to minors.
- The need for oversight of synthetic nicotine, which presents unique regulatory challenges.
This shift reflects a growing consensus that effective youth protection requires a broader regulatory lens.
GINN’s Position on Proportionate Regulation
The Global Institute for Novel Nicotine (GINN) supports evidence-based policies that prevent youth access to nicotine products while preserving access to reduced-risk alternatives for adults who smoke.
GINN urges EU policymakers to consider the following guiding principles:
- Risk-Proportionate Regulation
Distinguish between combustible and non-combustible products based on their relative health risks. - Youth Protection through Targeted Measures
Implement responsible marketing restrictions, enforce minimum age laws, and apply flavor policies that reduce appeal to minors without resorting to complete bans. - Preserving Access for Adults
Safeguard adult access to lower-risk alternatives, particularly for individuals seeking to quit smoking. - Science-Led Policy Development
Ground decisions in up-to-date toxicological, behavioral, and market data across all product categories. - Transparency and Engagement
Engage all relevant stakeholders—including public health experts, consumer advocacy groups, and manufacturers—in shaping balanced and effective regulation.
Looking Ahead
As the European Commission moves toward revising the TPD and TAD, GINN calls for a transparent and inclusive legislative process that accounts for both the promise of harm reduction and the obligation to prevent youth uptake.
Overly broad restrictions could undermine public health by discouraging adult smokers from switching to safer alternatives. A balanced, science-based approach can ensure that EU policy continues to lead globally in both tobacco control and harm reduction.
GINN remains committed to supporting policymakers, regulators, and public health stakeholders in crafting a future-ready nicotine framework—one that protects youth, respects consumer choice, and prioritizes population-level health outcomes.
