Bulgaria’s Vape Ban: A Smoke Screen for Big Tobacco?
As Smoking Rates Soar, Lawmakers Target Vaping Instead of Cigarettes
In a move that has ignited controversy, Bulgaria’s National Assembly voted unanimously on February 12, 2025, to ban the sale, distribution, and advertising of all vaping products—including those without nicotine. The bill, which passed its first reading with a 197-0 vote, seeks to amend the country’s tobacco control laws. Lawmakers claim the decision was spurred by concerns over illegal substances found in some vaping products, particularly following the high-profile death of a teenager in January. But with Bulgaria maintaining the highest smoking rates in Europe, critics are questioning the real motives behind this sudden crackdown.
Smoking Epidemic: The Numbers Bulgaria Can’t Ignore
Bulgaria has long struggled with tobacco dependency. According to The Tobacco Atlas, as of 2022:
34% of adults were active smokers—the highest rate in the EU.
15% of children aged 10-14 had already taken up smoking.
Cigarettes remain the cheapest in the EU, making them easily accessible.
Tobacco tax revenue accounted for over 10% of the government’s total income from 2018 to 2021.
Given these figures, it would seem logical for the Bulgarian government to prioritise tobacco harm reduction—a strategy widely supported by public health experts worldwide. Instead, they are eliminating an alternative that has helped millions quit smoking.
Is This Really About Public Health?
Despite the moral panic surrounding vaping, scientific research continues to show that vaping is significantly less harmful than smoking. Public health organisations such as the UK Government and the Royal College of Physicians have endorsed vaping as an effective smoking cessation tool. Yet, Bulgaria is moving to outlaw it while cigarettes—proven to cause millions of deaths annually—remain legally and cheaply available.
Michael Landl, Director of the World Vapers’ Alliance, called Bulgaria’s ban a “massive step backwards in the fight against smoking-related deaths.” The decision, he argues, will likely force vapers back to smoking traditional cigarettes or drive them toward dangerous, unregulated black-market products. Read the full statement here.
“This is a clear case of prioritising tax revenue over public health,” Landl added.
Bulgaria’s Potential EU Violation
Adding to the controversy, Bulgaria has not yet sought approval from the European Commission for this ban. Under EU law, all regulations that affect the free movement of legal goods within the single market—which includes vaping products under the 2014 Tobacco Products Directive (TPD)—must be reported to and approved by the EU. No EU country has ever imposed a complete vape ban before.
If the Bulgarian government enforces this law without EU approval, it could be challenged legally by both the vaping industry and consumer rights agencies.
Why Ban Vaping But Keep Smoking Legal?
This ban raises serious questions:
If Bulgaria truly wants to curb youth addiction, why does it still allow cigarettes—the leading cause of preventable death—to be sold freely?
Why eliminate a harm-reduction tool that has helped millions of smokers quit?
Could the heavy financial reliance on tobacco taxes be influencing policy decisions?
What will happen to vapers who rely on these products to stay off cigarettes?
While Bulgarian lawmakers push ahead with their anti-vape agenda, millions of smokers remain hooked on cigarettes—seemingly with the government’s silent approval.
The Fallout: What Happens Next?
If Bulgaria proceeds with this ban:
The black market for vaping products will likely flourish, making regulation even more difficult.
Thousands of former smokers may return to cigarettes, reversing years of harm reduction progress.
International pressure from health organisations and consumer advocacy groups is expected to mount.
As the debate rages on, the true motivations behind this vape ban remain in question. But one thing is clear: the biggest winner in this decision isn’t public health—it’s Big Tobacco.