The European Commission has published an evaluation of the EU’s tobacco control framework, examining the effectiveness, efficiency, and relevance of the Tobacco Products Directive and the Tobacco Advertising Directive in protecting public health and ensuring the smooth functioning of the internal market. The report notes the rapid emergence of novel products such as vapes, heated tobacco products, and nicotine pouches. The Commission stated that, building upon this evaluation, it will conduct an impact assessment and broad public consultations, with plans to propose a revision to the legislative framework for tobacco control in 2026.
Key Highlights
- The European Commission has published an evaluation of the EU’s tobacco control framework.
- Since 2012, the smoking rate in the EU has dropped from 28% to 24%.
- The evaluation indicates that the number of tobacco-related deaths has also declined significantly.
- The report highlights that e-cigarettes, heated tobacco products, and nicotine pouches present new public health concerns.
- The European Commission plans to propose a revision to the legislative framework for tobacco control in 2026.
European Commission Reviews EU Tobacco Control Framework
April 3, 2026. According to the European Commission. The Commission has published an evaluation of the EU’s tobacco control framework, assessing the effectiveness, efficiency, and relevance of the Tobacco Products Directive and the Tobacco Advertising Directive in protecting public health and ensuring the smooth functioning of the internal market.
Smoking Rates and Tobacco-Related Deaths Decline Across the EU
The evaluation results demonstrate that EU tobacco control rules have driven a marked decline in smoking rates and tobacco-related deaths across the Union.
EU Smoking Rate Falls from 28% to 24% Since 2012
Since 2012, the smoking rate in the EU has fallen from 28% to 24%, with a particularly pronounced decline observed among younger populations.
Stricter Regulations Contribute to Improved Public Health Outcomes
The Commission stated that the number of tobacco-related deaths has also decreased significantly, reflecting the positive impact of stricter product regulation, advertising bans, and health warning measures.
Novel Nicotine Products Present Emerging Regulatory Challenges
The evaluation also confirms that harmonized EU rules have improved the functioning of the internal market. The Commission noted that regulations regarding ingredients and reporting, labeling and packaging requirements, the system for the traceability and security features of tobacco products, as well as rules on cross-border advertising and sponsorship, have all made significant contributions to the smooth functioning of the internal market and the effectiveness of the tobacco control framework. However, the report also notes that existing legislation still has shortcomings. In addition to the persistent risks posed by traditional tobacco products, the rise of e-cigarettes, heated tobacco products, and nicotine pouches has introduced new public health challenges.
Youth Exposure and Nicotine Addiction Risks on the Rise
The European Commission states that these products pose a particular threat to the younger generation. Young people face risks of nicotine addiction and long-term health consequences linked to the inherently appealing features of these products, as well as increasingly aggressive online promotion strategies.
Concerns Over Gateway Effects of Traditional Smoking
The report further indicates that evidence suggests the growing popularity of these novel products may serve as a gateway to nicotine addiction and, in some instances, even to traditional smoking, particularly among adolescents, despite the continued decline in traditional tobacco use.
Digital Advertising and Covert Promotion Remain Key Challenges
The assessment also highlights that forms of advertising and promotion are evolving. While advertising in traditional media has declined significantly due to EU restrictions, digital promotion remains a major challenge, specifically the covert promotion of tobacco and nicotine products (particularly novel products) within the digital environment.
EU Calls for Updated Regulations to Address Market Changes
Overall, the European Commission concludes that the EU’s tobacco control framework has achieved substantial results in promoting public health and supporting the internal market; however, it emphasizes the need to adapt the regulatory framework to address new market developments, technological changes, and both emerging and persistent health risks.
Commission to Propose Tobacco Control Reforms in 2026
The Commission states that, building upon this assessment, it will conduct an impact assessment and continue to advance a broad-based consultation process. In line with the “Safe Hearts Plan,” the Commission intends to propose amendments to the tobacco control legislative framework in 2026.
