11 September 2025
A broad coalition of European health organisations, including Smoke Free Partnership, the Association of European Cancer Leagues, the European Cancer Organisation, the European Society for Medical Oncology, and the European Respiratory Society, is calling on EU governments to strongly support the revision of the EU Tobacco Excise Directive (TED).
The Tobacco Excise Directive is a significant step forward in achieving the goals of Europe’s Beating Cancer Plan and saving millions of lives. Every year, more than 700,000 Europeans die from tobacco use. Since tobacco is responsible for 27% of all cancer cases, an ambitious TED would have a direct and substantial impact on public health.
“The Tobacco Excise Directive is not just a tax measure, it is a policy that can protect millions from the deadly effects of tobacco,” said Lilia Olefir, Director of the Smoke Free Partnership.
Tobacco Tax: A proven win-win
The World Health Organization (WHO) and the World Bank have long identified tax increases as the most effective measure to reduce tobacco use. For example, 40% of the decline in smoking prevalence in the EU since 2012 can be directly attributed to tax measures.
The proposed revision of the TED could reduce the number of smokers from 24% to 20.8% in the first year, equivalent to 12 million fewer smokers in the EU, while simultaneously generating an additional €20.22 billion in tax revenue.
Protecting youth from new nicotine products
According to the 2024 Eurobarometer, the smoking rates among European youth have increased from 20% in 2021 to 22% in 2024, demonstrating that a delay in increasing taxes at the EU level already has consequences. Additionally, the coalition warns of the alarming rise in e-cigarette and new nicotine product use among teenagers. According to the 2024 ESPAD survey, 22% of 15–16-year-olds in Europe used e-cigarettes in the past month, with rates exceeding 40% in several Central and Eastern European countries.
“Every year, young people are being hooked on cigarettes, e-cigarettes, heated tobacco products, and nicotine pouches, all available at low prices,” said Olefir. “If European capitals do not introduce strong tax laws now, we risk creating another generation addicted to nicotine.”
Visit our report on regulating novel and emerging nicotine and tobacco products (May 2024)
