World Vapers' Alliance Launches Brussels Campaign Against EU Vape and Pouch Bans
The World Vapers' Alliance launched a campaign in Brussels on Oct. 21 that aims to defend access to vaping products, nicotine pouches and heated tobacco as the European Union rewrites its tobacco control rules.
The campaign, "One Goal, Many Paths – Smoke-Free Europe," opened with a protest action in the EU capital, in which the group hoisted a giant campaign flag from a bridge. It comes as the European Commission prepares revisions to the Tobacco Products Directive, the Tobacco Taxation Directive and the Tobacco Advertising Directive, with the Commission's TPD proposal expected to be published by the end of the year, according to the alliance's press release.
The revision aims to bring less harmful nicotine products under the same regulatory framework as cigarettes, with bans on disposable vapes, nicotine pouches and flavoured products on the table. The consumer group argues that such measures would prevent smokers from switching to less harmful alternatives and keep the EU from reaching its 2040 smoke-free goal.
Alberto Gómez Hernández, policy manager of the World Vapers' Alliance, said the group shares the EU's smoke-free goal but rejects the idea that it can only be achieved through high taxes and bans. "Some smokers quit with a vape, others with nicotine pouches or heat-not-burn, and many only thanks to the right flavour. Every product the European Commission bans or taxes out of reach closes a path that would have worked for someone," he said.
Michael Landl, the alliance's director, said more than 100,000 consumers have signed its petition to protect harm reduction in the EU, and accused the Commission of ignoring them while funding NGOs that lobby MEPs and member states in favour of restrictions and bans. "Millions of Europeans quit smoking with these products, and we won't let them be banned without a fight," he said.
The debate has sharpened in recent days. An open letter coordinated by the Dutch health minister and joined by Belgium, Finland, France, Hungary, Latvia, Slovenia and Spain calls for a "market freeze" on any nicotine product not already sold in the EU, an EU-wide flavour ban, caps on nicotine strength and plain packaging, while cigarettes would remain on every shelf, Brussels Times reported.
The alliance says it will mobilise consumers and make their voices heard in Brussels and in national capitals over the coming months, as the TPD proposal moves from the Commission to the European Parliament and to EU governments. For manufacturers and retailers, the campaign marks the opening of a lobbying battle over a framework that covers the EU's fast-growing nicotine pouch market and its largest vapor category.
[Reference]
- World Vapers' Alliance press release — https://worldvapersalliance.com/eu/world-vapers-alliance-launches-smoke-free-europe-campaign/
- World Vapers' Alliance campaign page — https://worldvapersalliance.com/smoke-free-europe-one-goal-many-paths/
- Brussels Times (open letter coverage) — https://www.brusselstimes.com/2358060/brussels-is-funding-the-voices-that-tell-it-what-it-wants-to-hear