By Alberto Gómez Hernández, Policy Manager at the World Vapers Alliance
Europe’s Harm Reduction Champions Take the Podium—Will the EU Finally Follow?
Last week, Brussels became the stage for a Champions League-style ceremony held just outside the European Parliament (picture). Sweden, the Czech Republic, and Greece were crowned “Champions of Change” by the World Vapers’ Alliance for their leadership in tobacco harm reduction. These countries have proven that pragmatic, evidence-based strategies—focused on safer alternatives rather than prohibition—are the fastest and most effective way to reduce smoking. Yet, while they deliver results, the EU remains hesitant to follow, clinging to outdated policies that are failing millions of smokers. Will Brussels finally take note?
While EU institutions remain trapped in debates about prohibition and punishment, these three countries are showing what works: offering safer alternatives and empowering adult smokers to switch.
- Sweden is on the verge to becoming the first officially smoke-free country in the world. With a national smoking rate of just 5.4%—and only 4.5% among Swedish-born adults—it is achieving the EU’s 2040 target 16 years ahead of schedule. This success didn’t come from bans or scare tactics, but from pragmatic policies supporting snus, nicotine pouches, and vaping.
- The Czech Republic has delivered the EU’s largest drop in smoking rates—a 23% reduction between 2021 and 2024—thanks to a comprehensive strategy centred on harm reduction. The government included this approach in its 2019–2027 National Strategy on addiction, regulated e-cigarettes to allow full flavour availability, and taxed vaping and heated tobacco products at significantly lower rates than cigarettes. During its 2022 EU Council Presidency, Czechia also led efforts to oppose restrictive EU-level proposals and continues to do so through the TRIS notification process.
- Greece, once one of Europe’s most heavily smoking countries, has cut its smoking by 14% between 2021 and 2024. This shift followed the 2019 launch of the National Action Plan Against Smoking, which made harm reduction a central pillar. The plan was reinforced by a law permitting science-based health claims for smoke-free products, and in 2023, the Ministry of Health approved reduced-risk messaging for heated tobacco. Together, these measures are delivering real change.
Yet, despite these measurable results, the EU remains locked into a prohibitionist mindset. Instead of recognising and replicating the success of harm reduction, Brussels continues to focus on flavour bans, excessive taxation, and misleading public messaging.
#ChampionsOfChange: A Victory for Harm Reduction 🏆
In front of the EU Parliament, we honored those who are driving real change in public health. Sweden, Greece, and Czechia are proof that innovation, and science save lives. 🌍💪
They didn’t wait for change — they led it! pic.twitter.com/X32G02jyTg
— World Vapers' Alliance (@vapers_alliance) July 2, 2025
The danger of this approach became even clearer just weeks ago, when internal documents on the upcoming revision of the Tobacco Excise Directive (TED) were leaked. The impact assessment revealed the Commission’s intent to impose high minimum excise taxes on all alternative nicotine products—regardless of risk. Such a move would disproportionately harm the EU’s most vulnerable populations, particularly in lower-income Member States where smoking rates remain highest. Instead of helping smokers quit, it would punish those most in need of safer alternatives.
The revision of the Tobacco Products Directive (TPD) also looms large—both a risk and an opportunity for the EU to shift course. But instead of moving toward harm reduction, many Member States are heading in the opposite direction. France has announced a ban on nicotine pouches. Spain is pushing to ban flavours in both vaping and nicotine pouches, while also proposing a de facto ban on pouches by limiting nicotine content to 0.99 mg per pouch. Flavour bans have already been enacted or are under discussion in Denmark, Estonia, Finland, Hungary, Latvia, Lithuania, the Netherlands, and Slovenia. In Belgium, disposable vapes are now banned. This wave of prohibitive policies threatens to unravel the progress made in countries like Sweden, Czechia, and Greece—and risks pushing millions of smokers back to cigarettes or into illicit markets.
The EU cannot afford to let ideology and misinformation shape its next generation of tobacco policy. It must recognise the lived experiences of consumers and the success stories already unfolding across Europe. Millions of lives are at stake, and with its current course, the EU is projected to miss its 2040 smoke-free target by more than half a century—not achieving it before 2100. The cost will be measured in lives lost unnecessarily.
Sweden, the Czech Republic, and Greece have proven that when governments put science and consumer choice first, smoking declines. The EU must decide whether to remain stuck in a failing model—or finally follow its champions and back what works.
The trophy awarded this week was more than symbolic. It was a reminder that Europe already has the winning strategy in its hands. Now it’s time to use it—to make the EU not just a contender, but the world champion in the fight against smoking.
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