17 July 2025
Yesterday, the European Commission published its long-awaited proposal to update the EU Tobacco Taxation Directive, marking a major step towards stronger cancer prevention by raising prices through taxes and expanding the legislation’s scope to include novel and emerging products.
The text proposes substantial tax hikes on all tobacco products, including a 258% increase on rolling tobacco and 139% increase on cigarettes. The proposal was published alongside an impact assessment, reinforcing the importance of taxation as a tool to reduce smoking and prevent cancer.
Importantly, the proposal expands the Directive’s scope to include novel and emerging products like vapes, heated tobacco products and nicotine pouches. These products have so far remained untaxed under EU law, despite their growing popularity especially among young people.
“We applaud the European Commission for standing firm against tobacco industry pressure and putting forward an ambitious revision of the Tobacco Tax Directive. This is a crucial step towards reducing smoking rates, protecting young people, and moving Europe closer towards a tobacco-free generation,” says Wolfgang Fecke, Executive Director of the Association of European Cancer Leagues (ECL).
The legislative proposals will be sent to the Council for agreement and to the European Parliament and the Economic and Social Committee for consultation. ECL urges national governments to support the Commission’s proposal to protect public health and prevent cancer without delay.
Background:
Tobacco use remains the leading cause of preventable cancer in the EU, responsible for over a quarter (27%) of all cancer cases.
Research shows that price increases are among the most effective strategies to reduce tobacco consumption. A 2024 study estimated that raising excise taxes enough to generate a one-time increase in prices by 50% would lead 102 million people globally to quit smoking. However, as recently highlighted by the World Health Organization (WHO), cigarettes have become more affordable in over half of EU countries since 2014, undermining efforts to curb smoking.
The original implementation roadmap of Europe’s Beating Cancer Plan, released in February 2021, indicated that the European Commission’s proposal for the Tobacco Tax Directive was foreseen for 2022.
Ahead of the launch of the Tobacco Taxation Directive revision proposal, ECL wrote to Wopke Hoekstra, the European Commissioner in charge of taxation, urging him to stand firm against tobacco industry pressure and move forward without delay on an ambitious revision.
In March 2025, health ministers from 12 EU member states already called for the European Commission to take the necessary steps in order to update the Tobacco Taxation Directive, among other key anti-tobacco initiatives. The Directive has not been updated since 2011, despite the growing popularity of novel and emerging nicotine and tobacco products, such as e-cigarettes, heated tobacco products and nicotine pouches, across the European market.
For further information, please contact Ivonne Leenen, Communications Officer at the Association of European Cancer Leagues (ECL): ivonne@cancer.eu
The Association of European Cancer Leagues (ECL) is a non-profit umbrella organisation made up of 34 national and regional cancer societies advocating for improved cancer control and care across Europe. Transparency registry number: 19265592757-25
