83 international experts in public health and tobacco control have jointly written to the European Commission, warning that the upcoming revision of the Tobacco Excise Directive, if it imposes high taxes on low-risk alternatives such as vapes, heated tobacco, and nicotine pouches, would severely undermine harm reduction efforts and harm public health. The experts point out that the EU’s claim that “non-combustion nicotine products are equivalent in risk to cigarettes” is inconsistent with scientific evidence.
Key Highlights
- Expert Lineup: 83 international public health and tobacco control experts have signed the letter.
- Main Request: Opposes the imposition of high taxes on low-risk products such as vapes, heated tobacco, and nicotine pouches alongside traditional cigarettes.
- Data Support: Experience in countries such as Sweden, the United Kingdom, and New Zealand shows that low-risk products can significantly reduce smoking rates and disease risks.
- Policy Risks: Taxation would hinder smoking cessation and alternatives, protect the cigarette trade, and violate the principles of evidence-based public policy.
- Public Health Outlook: If the EU insists on a “high tax strategy,” it could set a negative precedent globally, particularly in low- and middle-income countries.
September 2, 2025–According to Eureporter, 83 international experts in public health, nicotine dependence, and tobacco control recently sent a joint letter to the President and Commissioners of the European Commission expressing concerns about the EU’s upcoming revision of the Tobacco Excise Directive. The experts warned that imposing high taxes on low-risk nicotine alternatives, such as vapes, heated tobacco products, and nicotine pouches, would not only undermine harm reduction efforts but also directly harm public health.
The experts pointed out in the letter that recent EU public statements claiming that “non-combustion nicotine products pose the same risks as cigarettes” are in stark contradiction to existing scientific evidence and violate the fundamental principle of evidence-based public health policy.
They emphasized that smoking remains the leading cause of preventable death in the EU, resulting in nearly 700,000 premature deaths annually. Currently, 26% of adults in the EU (29% of those aged 15–24) still smoke. Numerous scientific studies have demonstrated that non-combustion products such as vapes, heated tobacco, and nicotine pouches are significantly less harmful than cigarettes and have helped millions of smokers successfully quit.
Experts cited the experiences of several countries as evidence:
- Sweden: With widespread use of snus and nicotine pouches, daily tobacco use is the lowest in the EU (<5%), and cancer rates are 41% lower than the EU average.
- UK: The government encourages smokers to switch to vapes, and the smoking rate has dropped from 17% to 12% in five years.
- New Zealand: Daily smoking rates have dropped from 16% in 2011/12 to 7% in 2023/24, while daily vape use has increased to 11% over the same period.
The letter points out that while protecting minors is important, this can be achieved through strict enforcement of existing advertising and sales regulations, rather than through high taxes that discourage adult smokers from switching to lower-risk products.
The experts bluntly stated: “Financial and regulatory measures that prevent smokers from switching to lower-risk alternatives are not only unethical but also tantamount to protecting the cigarette trade.”
They caution that EU public health is at a critical crossroads. In the coming months, the EU plans to advance the Tobacco Products Directive (TPD) and the Tobacco Excise Directive. A tax raid on low-risk products would not only encourage more people to continue smoking cigarettes, but would also harm public health and set a negative example for the world, especially low- and middle-income countries.
