The European Commission has today published its evaluation of the EU tobacco control framework. It assesses the effectiveness, efficiency and relevance of the Tobacco Products Directive and Tobacco Advertising Directive in protecting public health and ensuring the smooth functioning of the internal market.
The findings show that the EU rules on tobacco control have contributed to a significant decline in smoking and tobacco-related deaths across the EU. At the same time, the evaluation highlights growing challenges linked to the rapid emergence of novel tobacco and nicotine products, particularly among young people.
Since 2012, smoking rates in the EU have fallen from 28% to 24% of the population, with an even sharper decline among young people. Tobacco-related deaths have also decreased substantially, reflecting the positive impact of stricter rules on product regulation, advertising bans and health warnings.
The evaluation also confirms that harmonised EU rules have improved the functioning of the internal market. Measures such as regulation and reporting of ingredients, labelling and packaging requirements, the traceability and security features of tobacco products, and cross border advertising and sponsorship rules, have contributed significantly to the smooth functioning of the internal market and enhanced the effectiveness of the tobacco control framework.
However, the report also identifies shortfalls in the legislation. In addition to the continued risks posed by traditional tobacco products, the rise of e-cigarettes, heated tobacco products and nicotine pouches has introduced new public health concerns.
They pose a particular threat to younger generations, who are at risk of nicotine addiction and long-term health consequences, not least in view of the attractive features and assertive online promotion of these products.
Moreover, evidence suggests that the growing popularity of novel products may act as a gateway to nicotine addiction and, in some cases, traditional smoking, especially among adolescents despite the fact that traditional tobacco use continue to decline.
The evaluation also highlights the evolving nature of advertising and promotion. While traditional media advertising has significantly decreased due to EU restrictions, digital promotion remains a major challenge, most notably the covert nature of the digital promotion for tobacco and nicotine products, particularly novel products.
Overall, the Commission concludes that the EU tobacco control framework has been effective in delivering substantial public health benefits and supporting the internal market. At the same time, it underscores the need to adapt the regulatory framework to address new market developments, technological changes, and emerging health risks as well as tackle persistent ones.
On the basis of this evaluation, the Commission will now carry out an impact assessment and continue the wide-scale consultation process, in view of further policy actions Asset out in the Safe Hearts Plan, the Commission intends to propose, in 2026, a revision of the legislative framework on tobacco control.
