The EU’s War on Vaping: How Over-Regulation Threatens Public Health

The European Union continues to ignore scientific evidence supporting vaping and other tobacco harm reduction (THR) tools, instead pushing for restrictive policies and higher taxes.

Despite scientific consensus that vaping is at least 95% less harmful than smoking, EU policymakers have been pushing excessive regulations and higher taxes, discouraging smokers from switching to safer alternatives. Sadly, this pressure to over-regulate is working, and growing efforts to impose tougher regulations on vaping across Europe are raising alarm among THR experts. Planned measures include steep tax increases, bans on flavours, and tighter advertising restrictions.

Belgium has recenty become the first EU country to ban disposable vapes and is closely followed by France. Portugal has just extended current smoking restrictions to include vaping products and Poland has just introduced an excise tax on nicotine pouches, vapes, and other nicotine products. While worst of all, Bulgaria has announced a sweeping ban on vaping products, both the nicotine and non nicotine-containing types.

EU Tax Commissioner spreads misinformation
Opponents argue that such policies may hinder smoking cessation efforts, restrict access to lower-risk alternatives, and drive consumers toward unregulated markets, posing serious risks to public health and safety. Meanwhile, adding fuel to the fire, EU Tax Commissioner Wopke Hoekstra has recently falsely claimed that vaping is as deadly as smoking, using this argument to justify higher taxes on e-cigarettes and flavours. During a parliamentary hearing, Hoekstra stated that flavoured vapes mislead young people by creating a false sense of security.

In contrast, scientific evidence consistently shows that vaping is significantly safer than smoking and is an effective smoking cessation tool. The World Vapers’ Alliance (WVA) has strongly criticized Hoekstra’s claims, warning that such misinformation could discourage smokers from switching to safer alternatives.

Flavours play a crucial role in helping smokers quit, with research indicating a 230% higher success rate for those who use them. Of course restricting flavours or increasing taxes make it harder for smokers to transition away from cigarettes, potentially leading to higher smoking rates. WVA policy manager Alberto Gómez Hernández warned that taxing flavoured vapes could push users back to smoking, ultimately harming public health.

EU Delays Tobacco Regulation Revisions Amid Ongoing Debate
The European Commission is currently revising its tobacco control framework, with key directives such as the Tobacco Products Directive (TPD), Tobacco Advertising Directive (TAD), and Tobacco Excise Directive (TED) unlikely to be updated before 2026. Despite ongoing discussions about tobacco and vaping policies, the Commission’s 2025 Work Programme does not include any immediate revisions. However, alongside Hoekstra, some officials continue to push for stricter regulations on smoking and vaping, citing their addictive nature.

The WVA urges the EU to prioritize harm reduction rather than implementing policies that favour the cigarette industry. Misinformation and excessive taxation, highlights the group, will only undermine public health efforts instead of helping reduce smoking rates.

Call for Evidence-Based Policies
While major regulatory changes remain uncertain, the debate over vaping and harm reduction continues. Future revisions to EU tobacco policies are expected, but for now, significant updates remain on hold. Meanwhile, the ongoing disregard for harm reduction principles, which are widely accepted in other areas of public health, protects the cigarette industry while harming public health. By ignoring THR, the EU misses a crucial opportunity to reduce smoking-related diseases and save lives.