Smoking remains one of the leading preventable causes of premature death and the main risk factor for cancer in Europe. Although measures to reduce smoking have had a significant impact in recent decades, the number of smokers remains high, and restrictive policies do not seem to be enough to completely eliminate this vice. According to the report "The End of Smoking?", compiled by the European Policy Innovation Council, millions of people continue to smoke, no matter how strict the regulations are. Under these circumstances, there should be a more pragmatic approach that encourages the transition to safer alternatives for conventional smoking.
The report also shows that in countries where access to alternative products is restricted, consumers either continue to smoke traditional cigarettes or buy products that are not regulated. Additionally, countries that imposed severe restrictions on nicotine products saw an increase in smuggling and illicit marketing, which not only undermines public health efforts, but also hurts tax revenues. According to estimates, the main supplier of smuggled e-cigarettes in Europe is China, and the value of the illicit market reaches €10 billion.
Currently, the tobacco industry is undergoing a significant transformation. Traditional cigarette consumption is declining, while consumers are switching to smoke-free products, such as nicotine bags and tobacco heating devices. Between 2016 and 2023, annual cigarette sales fell by 14% in Europe, and the trend continues. However, without balanced regulation, this natural transition could be slowed down.
Sweden is one of the most relevant examples in the fight against smoking, with the lowest smoking rate in Europe, at 5.4%. Instead of banning all nicotine products, Sweden promoted the use of snus (traditional Scandinavian oral tobacco), nicotine pouches, and e-cigarettes as alternatives to classic cigarettes. By providing access to these alternative solutions, the country has been able to drastically reduce the number of smokers, which has led to a decrease in the number of smoking-related illnesses and deaths.
Similar examples exist in other European countries. The Czech Republic, for example, saw a 7% reduction in smoking thanks to policies that allowed and regulated smoke-free nicotine-containing products. Greece and Romania have also seen declines in smoking rates as the use of alternative products increases. Globally, Japan is another example of success. Through a differentiated excise duty, which favors less harmful products over traditional cigarettes, Japan managed to reduce cigarette sales, encouraging the switch to heated tobacco. The UK integrated e-cigarettes into smoking cessation strategies through the "Swap to Stop" program, the results being encouraging.
The EPIC report also reveals that the EU should stimulate the transition to safer alternatives, through measures such as differentiated taxation – higher taxes on cigarettes and lower taxes on low-risk products. At the same time, there should also be a clear regulatory framework that guarantees the accessibility of these solutions. Such an approach would not only reduce the burden of smoking on public health, but would also have significant economic benefits.
By moving away from restrictive policies and supporting the development of safer alternatives, the EU will help generate jobs, attract investment and boost innovation. The tobacco and new nicotine products industry contributes €223.7 billion annually to the European Union's GDP, equivalent to 1.3% of the bloc's economy. At the same time, tobacco taxes generate €112.9 billion per year.
