Around the world, governments are rethinking how best to regulate tobacco and nicotine products in light of new science and innovation. Traditional tobacco control has long focused on restrictions and prohibitions, but the emergence of smoke-free alternatives, such as heated tobacco, e-cigarettes, and oral nicotine pouches, demands a more nuanced, evidence-based approach.
The Need for Proportional Regulation
Public health experts agree that not all nicotine products carry the same level of risk. Combustible cigarettes remain the deadliest form of nicotine use, while smoke-free alternatives present significantly lower exposure to harmful toxicants. Yet in many jurisdictions, regulatory frameworks fail to reflect this difference, treating all products as if they are equally harmful.
Proportional regulation means aligning rules, taxes, and labeling with the relative risk of each product. This approach can accelerate declines in smoking rates by encouraging adult smokers to switch to lower-risk alternatives, while still protecting youth and non-smokers.
Global Experiences and Insights
- New Zealand has introduced a comprehensive framework that combines strict youth protections with a regulated pathway for adult access to smoke-free alternatives. The aim is to strike a balance: safeguarding young people while providing smokers with credible, safer options.
- The European Union is reviewing its Tobacco Products Directive, with growing calls to differentiate between combustible and non-combustible products. Without such clarity, reduced-risk innovation risks being stifled.
- Countries like Sweden have shown how embracing smoke-free alternatives can deliver public health gains. Sweden is on track to achieve “smoke-free” status, less than 5% smoking prevalence, largely thanks to regulated smokeless products.
These case studies illustrate that success lies not in prohibition, but in policy that is adaptable, science-based, and responsive to real-world consumer behavior.
Why This Matters
Every year, eight million people die from smoking-related diseases. Smarter regulation, built on proportionality, transparency, and consumer trust, has the potential to save millions of lives by accelerating the transition away from combustible tobacco.
GINN’s Perspective
At GINN, we advocate for regulatory approaches that clearly distinguish between high-risk and reduced-risk nicotine products. Policymakers should:
- Establish distinct regulatory pathways for smoke-free products.
- Maintain strict youth protections and marketing restrictions.
- Encourage transparency, research, and product reporting to strengthen public trust.
By learning from global experiences and embracing proportional regulation, governments can advance public health while respecting consumer choice. The opportunity is clear: smarter policy can deliver fewer deaths, healthier populations, and more credible tobacco control for the 21st century.
