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The European Commission is taking a cautious approach to tobacco-related regulations, and key directives – including the Tobacco Products Directive (TPD), Tobacco Advertising Directive (TAD) and Tobacco Excise Directive (TED) – might not be revisited until 2026.
Last week, the Commission published its Work Programme for 2025, which does not include revisions to the EU’s tobacco control framework. This could mean that any updates to the TPD, TAD and TED might be postponed until at least next year, or it could just be a political move.
This delay comes despite ongoing debates surrounding tobacco and vaping products. Some political figures, such as commissioner Wopke Hoekstra, continue to advocate for stricter measures to curb smoking and vaping, citing their addictive nature.
Earlier this month, during a parliamentary Subcommittee on Tax Matters hearing, Hoekstra was asked about the European Commission’s plans to review the TED. He responded by saying, “smoking kills, vaping kills”. Referring specifically to vaping products, he added: “We need to do more. This is highly addictive and deliberately structured to be addictive. The sector is mercilessly lobbying for more room and knows very well that this approach only continues the problem.”
The Commission vs the Alliance
The World Vapers’ Alliance (WVA) strongly condemned Hoekstra’s remarks, arguing that his claim that vaping “kills like ordinary cigarettes” is false and misleading. The WVA criticised Hoekstra’s justification for higher taxes on vapes and flavours, calling it an example of fear-based policy-making rather than fact-driven regulation.
During the hearing, Hoekstra also suggested that flavoured e-cigarettes “seduce” young people and create a “false sense of security”. He further asserted the scientifically inaccurate claim that vaping is as deadly as smoking.
Alberto Gómez Hernández, policy manager at the WVA, denounced Hoekstra’s statements as “dangerous and irresponsible”.
He said: “The science is clear: vaping is at least 95% less harmful than smoking and remains the most effective tool to help smokers quit. Equating vaping with smoking is not only misleading but also discourages smokers from switching to a far less harmful alternative.”
Making the case for flavours
According to the latest Eurobarometer survey, a significant majority of adult vapers prefer non-tobacco flavours, with fruit flavours being particularly popular.
“Flavours are not a marketing ploy to attract youth; they are a vital tool for adult smokers looking to switch to safer alternatives,” said Gómez Hernández. “Higher taxes on flavoured vapes would make it significantly harder for vapers to stay away from combustible tobacco, potentially driving up smoking rates.
“If the EU is serious about reducing smoking rates, it must embrace harm-reduction strategies that include vaping. Spreading misinformation and imposing prohibitive taxes will only serve to protect the cigarette industry at the expense of public health.”
Debate over tobacco and vaping rages on, but major regulatory shifts likely won’t happen before there are further reviews in the coming years. Still, policies remain fluid, and change is always on the table.
– Antonia Di Lorenzo TobaccoIntelligence staff
Photo: Vlad Tchompalov
