At EVO NXT Milan, GINN caught up with Jacobo Truan Aguirre, Partner at EPPA and a seasoned regulatory strategist, to discuss what’s at stake for the nicotine pouch industry as European policies evolve. Known for his pragmatic yet principled approach, Truan didn’t hold back in his call for responsible standards, proactive industry engagement, and clear definitions in a category that’s still finding its footing.
A Growing Sector Needs Clear Boundaries
“We’re at a tipping point,” Truan said early in the conversation. “The nicotine pouch category has grown faster than anyone expected, and the regulatory framework hasn’t caught up.”
He stressed the importance of distinguishing nicotine pouches from combustible tobacco and vaping products—both in public discourse and in law. The danger, he warned, is that a lack of clear definitions invites poor regulation—or worse, blanket bans.
“Every time we fail to define the product properly, we give opponents the chance to define it for us,” he noted. “We need structure, not chaos.”
From Growth to Governance
Truan spoke candidly about the limitations of self-regulation. “Voluntary standards are useful—but they’re only the beginning,” he said. Without a regulatory roadmap, companies risk falling into familiar traps: flavor bans, packaging restrictions, and unjustified taxation.
He also acknowledged the political context. “We’re dealing with a post-pandemic Europe, rising health concerns, and governments looking for quick wins. If we don’t define our space now, it will be defined for us.”
That’s why, he explained, GINN’s efforts to create a Code of Practice and engage directly with EU institutions are essential. “We need more voices pushing back with facts and data—not just emotion,” he said.
The Role of GINN
Jacobo credited GINN with fostering a more unified and informed industry voice. He pointed to its work on standards, science, and policy engagement as key tools for members seeking clarity in a fragmented regulatory landscape.
“GINN brings together those who are serious,” he said. “We don’t need gimmicks. We need standards that regulators can work with—and consumers can trust.”
He also emphasized that now is the moment for nicotine pouch producers to engage—not to wait for regulation to be imposed. “We’ve seen this movie before,” he warned. “Let’s not repeat the mistakes made with e-cigarettes.”
As Europe prepares for the next phase of tobacco and nicotine regulation, Jacobo Truan’s message is clear: structure, transparency, and proactive engagement are the only sustainable path forward.
“It’s not just about growth anymore,” he said. “It’s about legitimacy.”
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