Leading cancer organisations from Northern Europe have urged the European Commission to accelerate long-delayed reforms of EU tobacco legislation, warning that regulatory gaps are allowing new nicotine products to spread rapidly among young people.
In a joint letter addressed to Commission President Ursula von der Leyen and Health Commissioner Olivér Várhelyi, the Nordic Cancer Union said that progress in tobacco control has been limited since the launch of Europe’s Beating Cancer Plan five years ago.
The organisations called for an urgent revision of the EU’s Tobacco Products Directive (TPD) and Tobacco Advertising Directive (TAD), arguing that current rules no longer reflect the changing tobacco and nicotine market.
Concerns over youth nicotine use
The cancer societies warned that tobacco companies are increasingly targeting young consumers with newer nicotine products such as e-cigarettes, heated tobacco products and nicotine pouches. According to the letter, these products are promoted through social media, flavoured formulations and attractive packaging designed to appeal to younger audiences.
They noted that Nordic countries have already seen rising nicotine use among adolescents, particularly linked to flavoured products with high nicotine content. The organisations described this trend as a warning sign for the rest of Europe.
The letter argues that newer nicotine products exploit regulatory loopholes and may act as a gateway to long-term addiction, while also posing potential health risks.
Support for tobacco tax reform
The Nordic Cancer Union welcomed the proposed revision of the Tobacco Taxation Directive (TTD) as a positive step toward reducing tobacco consumption. However, the organisations said taxation alone would not be sufficient to address the problem.
They called for higher minimum prices across all tobacco and nicotine products and stricter limits on personal imports to reduce cross-border purchases. Proposed limits include reducing the personal allowance for cigarettes from 800 to 100 units and introducing similar restrictions for other nicotine products such as snus and nicotine pouches.
Proposed measures
The cancer organisations outlined a series of measures they believe should be included in future EU legislation:
- Expanded definitions covering all nicotine products, including synthetic nicotine
- A ban on flavours other than tobacco flavour
- Plain packaging requirements for all nicotine products
- A prohibition on direct and indirect marketing, including advertising on social media
- A ban on online sales of tobacco and nicotine products
- Stronger safeguards to prevent tobacco industry influence on public health policy
The letter also calls for member states to retain the ability to introduce stricter national measures, including bans on certain products or gradual phase-out strategies.
According to the Nordic Cancer Union, updating EU tobacco legislation is essential to achieving the objectives of Europe’s Beating Cancer Plan, which aims to reduce tobacco use significantly across the EU in the coming decades.
The organisations said they are ready to support the European Commission in the legislative process and stressed that timely reforms are necessary to better protect public health across Europe.
25.02.2026.
