3 April 2026
A new evaluation of the EU tobacco control framework, published yesterday by the European Commission, underlines that coordinated EU action on tobacco control can be effective to lower cancer incidences. However, it also highlights that the rapid rise of largely unregulated novel tobacco and nicotine products, combined with new forms of online advertising targeting young people, poses unprecedented health challenges for cancer prevention.
The current framework, which includes the 2014 Tobacco Products Directive and the 2003 Tobacco Advertising Directive, regulates which products are allowed to be sold on the EU market and the limits for their promotion. At that time, novel and emerging nicotine and tobacco products like vapes, heated tobacco products and nicotine pouches did not pose a relevant threat to the extent they do now. As a result, they have largely escaped regulatory oversight, despite their surge in popularity especially among children, teenagers and young adults.
Tobacco use remains the leading cause of preventable cancer in the EU, responsible for over a quarter (27%) of all cancer cases. Evidence shows that young people who use e-cigarettes are almost three times more likely to start smoking traditional cigarettes later in life.
The evaluation of the EU tobacco control framework was initially scheduled to take place by 2024 as part of Europe’s Beating Cancer Plan. This commitment was later reiterated in the Safe Hearts Plan, published last December.
The Association of European Cancer Leagues (ECL), bringing together 35 national and regional cancer societies across Europe, has welcomed the Commission’s conclusions and reiterates the urgent need for reform:
“Europe’s tobacco rules are no longer fit for purpose. Without an ambitious reform, we risk further losing an entire generation of young people to addiction and smoking-related diseases, including cancer. The EU has a clear opportunity to act and take critical steps towards achieving Europe’s first tobacco-free generation,” said Wolfgang Fecke, Executive Director at the Association of European Cancer Leagues (ECL).
The Commission will now carry out an impact assessment and open a consultation process, with the intention to propose a revision of the legislative framework on tobacco control in 2026.
