BRUSSELS, 6.10.2026 — The Netherlands’ Health Minister has sent the European Commission an otevřený dopis, co-signed by Belgium, Finland, France, Hungary, Latvia, Slovenia and Spain, calling for a “market freeze” on any nicotine product not already on sale in the EU. The letter, tied to the upcoming revision of the Tobacco Products Directive and the Tobacco Advertising Directive, also pushes for an EU-wide flavour ban, nicotine caps, plain packaging, and freedom for member states to ban nicotine pouches.

Michael Landl, director of the World Vapers’ Alliance, warned that the proposal would protect the very product meant to be replaced:

“They keep calling this future-proof. It isn’t. A freeze means anything that hasn’t been invented yet doesn’t get on the market, while cigarettes stays on the shelf. People don’t quit smoking because of plain packaging. They quit when they find something that works better than cigarettes. Ban flavours, cap the nicotine, and tell adults they can’t buy pouches, and a lot of them will go back to what they already know. For many, that means cigarettes. For others, it will be whatever turns up on the black market.”

The eight governments say they want a smoke-free generation by 2040. The country nearest that target did not get there by closing the door on nicotine alternatives. In Sweden, smokers moved to snus and, later, nicotine pouches and vaping. Now the smoking rate is below 5% and way ahead of the EU average.

WVA urges the remaining EU member states to push back against these proposals. Vapes and pouches are not cigarettes, and EU law should reflect that. Consumers need access to less harmful nicotine alternatives today and to the innovations of tomorrow.