Why Has Smoking Cessation Progress Stalled (And in Some Cases Declined) Across the EU?

A recent report by Smoke Free Sweden shows that the European Union (EU) is significantly lagging behind in meeting its "smoke-free" goal—reducing smoking rates below five percent by 2040, and THR experts are not surprised.

Tobacco harm reduction experts are increasingly critical of the EU’s tobacco control strategy, pointing to data that shows only modest declines in smoking rates across member states. Despite high taxes, public smoking bans, and awareness campaigns, the EU’s smoking prevalence has fallen by just 1%, from 25% to 24%, since 2020. Critics argue that by focusing on restrictive measures rather than promoting harm reduction alternatives like vaping or nicotine pouches, the EU is missing opportunities to reduce smoking rates more effectively.

Reflecting this, a new report by Smoke Free Sweden reveals that the European Union (EU) is drastically behind in achieving its “smoke-free” target of under five percent smoking rates by 2040, as set by the World Health Organization. At its current rate, the EU is on track to miss this goal by 76 years, only achieving it by 2100. In contrast, data from Sweden, the EU member state which had multiple battles against the European Commission to retain its own strategy, now has the lowest smoking rate in Europe, achieving a 55% reduction over the past decade.

Sweden had to fight constant EU pressures to reach success
In fact, Sweden is on the cusp of becoming the world’s (not just Europe’s) first smoke-free country, reaching its target ahead of schedule. This was acheived by emphasizing tobacco harm reduction (THR) strategies, including making safer nicotine alternatives such as snus, nicotine pouches, and vapes, widely accessible and accessible. This approach, which involves lowering taxes on these alternatives and raising taxes on cigarettes, has proven highly effective, achieving significant smoking reductions.

For instance, not only has the Swedish government fought to resist pressures by the EU to set a ban on snus in line with the rest of the Union, but has also incentivized its use by cutting its tax by 20% in 2023, recognizing its lower health risks compared to cigarettes. In contrast, notes Smoke Free Sweden, most EU nations still resist endorsing harm reduction products, and EU smoking rates have stagnated, dropping by only one percentage point since 2020.

Titled, “Missing the Target,” the report criticizes EU countries that have imposed strict regulations on THR products, such as Ireland, Belgium, and the Netherlands, where smoking rates remain high, and smoking cessation progress has stagnated. While countries with excessive restrictions on vaping, such as Estonia, have even seen increases in smoking rates. The report calls on the EU to consider more progressive policies on reduced-risk products to accelerate smoking reduction and meet health targets.

Original Source: “Missing the Target,” Smoke Free Sweden

How can vapers help the situation?
In a recent episode of Across the Pond, Clearing the Air co-founder Peter Beckett joined THR experts Martine Cullip and Lindsay Stroud to discuss the situation in Europe. Amongst many eye opening points, he shared that in his opinion there is “an assault on availibility” of safer nicotine alternatives brewing by a status-quo minded EU. When asked by Stroud how vapers can do their bit, he explained that vapers could share their personal success stories with peers and authorities, rather than simply signing petitions. Beckett highlighted that stories are powerful and cannot be dismissed as easily as signitures, and with online forums not being popular anymore, people have lost a space where they can share and learn from “personal” interactions.