European Commission Publishes Tobacco Control Framework Evaluation, Says Smoking and Tobacco-Related Deaths Have Declined

Key Takeaways

• The European Commission has published its evaluation of the EU tobacco control framework.
• Since 2012, smoking rates in the EU have fallen from 28% to 24%.
• The evaluation says tobacco-related deaths have also decreased significantly.
• The report identifies e-cigarettes, heated tobacco products and nicotine pouches as new public health concerns.
• The European Commission plans to propose a revision of the tobacco control legislative framework in 2026.

2Firsts, April 1, 2026

According to the European Commission, the Commission has published its evaluation of the EU tobacco control framework, assessing 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.

EU smoking rates fell from 28% to 24% since 2012

The evaluation found that EU tobacco control rules have contributed to a significant decline in smoking and tobacco-related deaths across the European Union. Since 2012, smoking rates in the EU have fallen from 28% to 24% of the population, with an even sharper decline among young people.

The Commission said tobacco-related deaths have also decreased substantially, reflecting the positive impact of stricter rules on product regulation, advertising bans and health warnings.

Harmonised rules were found to improve the internal market

The evaluation also confirmed that harmonised EU rules have improved the functioning of the internal market. The Commission said that regulation and reporting of ingredients, labelling and packaging requirements, traceability and security features for tobacco products, and cross-border advertising and sponsorship rules have all contributed significantly to the smooth functioning of the internal market and strengthened the effectiveness of the tobacco control framework.

Novel tobacco and nicotine products were identified as a growing challenge

However, the report also identified shortcomings in the legislation. In addition to the continuing risks posed by traditional tobacco products, the rise of e-cigarettes, heated tobacco products and nicotine pouches has introduced new public health concerns.

The Commission said these products pose a particular threat to younger generations, who face risks of nicotine addiction and long-term health consequences, especially given the attractive features of the products and their assertive online promotion.

The report also said evidence suggests that the growing popularity of novel products may act as a gateway to nicotine addiction and, in some cases, to traditional smoking, especially among adolescents, even as traditional tobacco use continues to decline.

Digital promotion remains a major challenge

The evaluation further highlighted the changing nature of advertising and promotion. While advertising in traditional media has significantly decreased because of EU restrictions, digital promotion remains a major challenge, especially the covert promotion of tobacco and nicotine products, particularly novel products, in digital spaces.

The Commission plans to propose a revised legislative framework in 2026

Overall, the European Commission concluded 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 said the framework needs to be adapted to address new market developments, technological changes, and both emerging and persistent health risks.

The Commission said it will now carry out an impact assessment and continue a wide-scale consultation process. Under the Safe Hearts Plan, it intends to propose a revision of the legislative framework on tobacco control in 2026.

Image source: European Commission

Related Readings:

2FIRSTS | Exclusive | EU Confirms End of Tobacco Policy Expert Group, Explores New Cooperation Structures as TPD Revision Continues

2Firsts reporting shows that, as the European Union moves toward a future evaluation of its tobacco legislation, the Tobacco Policy Expert Group—long a key platform for coordination among Member States—formally concluded its mandate at the end of 2025. At the same time, the European Commission is exploring new cooperation structures to address the resulting institutional gap.

www.2firsts.com