Smoking rates in the EU have fallen from 28% in 2012 to 24% of the population, the European Commission said as it published an evaluation of the bloc’s tobacco control framework.
The assessment reviews how well two main laws — the Tobacco Products Directive and the Tobacco Advertising Directive — have worked to protect public health and support the EU’s internal market, the Commission said in a release on Thursday.
Tobacco-related deaths have also decreased, alongside rules covering issues such as product regulation, advertising bans and health warnings, it added.
The Commission noted harmonised EU rules have also improved the functioning of the internal market, including through requirements on ingredient reporting, labelling and packaging, as well as traceability and security features for tobacco products and cross-border advertising and sponsorship rules.
New nicotine products and online promotion
The evaluation identified shortcomings in current legislation, including the rise of novel tobacco and nicotine products such as e-cigarettes, heated tobacco products and nicotine pouches, the Commission said.
Those products pose particular risks for young people, including nicotine addiction and long-term health consequences, the EU executive said, adding that evidence suggests the growing popularity of novel products may act as a gateway to nicotine addiction and, in some cases, traditional smoking, especially among adolescents.
While advertising in traditional media has fallen under EU restrictions, digital promotion remains a major challenge — including covert online marketing for tobacco and nicotine products.
On the basis of the evaluation, the Commission said it will carry out an impact assessment and continue consultations, with plans to propose a revision of the tobacco control legislative framework in 2026.
