The EU Ignores Harm Reduction Success as It Moves to Restrict Vaping and Nicotine Pouches

THR groups and experts are challenging the EU’s and individual member states' proposed vaping and nicotine pouch restrictions, warning they undermine harm reduction and push smokers back to cigarettes or illicit markets.

As the European Commission is in the process of revising its tobacco control framework, with key directives such as the Tobacco Products Directive (TPD), Tobacco Advertising Directive (TAD), and Tobacco Excise Directive (TED), the World Vapers’ Alliance (WVA) has released an open letter to the European Commission and EU Member States, voicing strong opposition to proposed restrictions on vaping and nicotine pouches. These measures, driven by the Netherlands and supported by a minority of member states, could significantly hinder tobacco harm reduction (THR) efforts by limiting access to safer alternatives for smokers.

Backed by over 100,000 petition signatures from concerned European citizens, the letter criticizes policymakers for disregarding scientific evidence and public opinion in favour of restrictive, prohibitionist policies. WVA Director Michael Landl condemned the proposals, arguing that bans on flavours and higher taxes will not reduce smoking rates but instead push individuals back to cigarettes or illicit markets, worsening public health outcomes.

Landl emphasized that such policies ignore the preferences of European citizens, as demonstrated by the widespread support for harm reduction strategies. He urged the EU to prioritize science-based policymaking and consumer choice over ideology-driven restrictions.

The WVA continues to advocate for a balanced approach that recognizes harm reduction as a key tool in reducing smoking-related diseases, urging EU officials to reconsider their stance and adopt evidence-based regulations that support smokers in transitioning to less harmful alternatives.

Denmark to set harsh restrictions
Meanwhile, the Danish government is set to implement strict regulations on nicotine pouches, capping their nicotine content at 9 mg per pouch starting in July 2025, with full enforcement by April 2026. Concerns have been raised about the unintended consequences of this policy, particularly its impact on both adult smokers seeking alternatives and youth consumption patterns.

THR experts argue that the measure will not effectively curb youth nicotine use, as most young people already consume lower doses. However, it could significantly hinder smoking cessation efforts for adults who require higher nicotine levels to successfully transition away from cigarettes. Additionally, reducing nicotine content may push users toward smoking, vaping, or seeking stronger products through unregulated sources.
There is also concern that the ban could fuel illicit trade, with criminal networks supplying unregulated nicotine pouches of unknown quality and strength. This could create new underground markets, potentially involving youth in the illegal distribution of such products.

Experts suggest that instead of imposing aggressive limits, a more balanced approach—such as setting a higher cap (15-20 mg) and enforcing strict product quality standards—would better serve public health. THR expert Clive Bates also noted the absence of a proper impact assessment evaluating these regulatory risks, urging authorities to reconsider the policy. “I have found no impact assessment that articulates these serious regulatory risks.”

Similarly, Finland is set to implement its own stringent restrictions on nicotine pouches, by banning flavours and permitting only menthol and mint varieties. On introducing the measure, the Finnish Ministry of Health cited growing concerns about youth access and public health, and the proposed bill seeks to align nicotine pouch regulations with those of traditional tobacco products.

Contrasting strategies within Scandinavia
These motions by Denmark and Finland are surprising to say the least, given that neighboring Sweden and Norway have achieved success by doing the exact opposite. In fact, real world data from these countries indicate that integrating safer nicotine alternatives into tobacco control strategies is the most effective method for reducing smoking rates.

Statistics Norway reports that the daily smoking rate among individuals aged 16-74 declined to just 7% in 2023, with smoking becoming less common among younger generations. Meanwhile, daily snus use has risen significantly, more than tripling since 2005 to reach 16%.

While in November 2024, Sweden reached a significant milestone, nearing its status as the first country to be officially recognized as “smoke-free.” The nation is on track to meet the World Health Organization’s benchmark of reducing smoking rates below 5%, well ahead of the European Union’s schedule. And this was acheived by endorsing the use of safer nicotine alternatives, such as snus and nicotine pouches, for smoking cessation.

So is the EU taking note? Unfortunately not. Instead it is ploughing on with setting harsh restrictions on the only products which have actually achieved the very same results it is justifying the restrictions with – reducing smoking rates.