Brussels, 21 October 2026 – The World Vapers’ Alliance launched today its campaign Smoke-Free Europe – One Goal, Many Paths with a protest in the European Union capital, hoisting a giant campaign flag from a bridge. The action comes as the European Union revises its tobacco control framework and seeks to update the Tobacco Products Directive, the Tobacco Taxation Directive and the Tobacco Advertising Directive. The TPD proposal from the European Commission is expected to be published by the end of the year.

The revision aims to bring less harmful nicotine products under the same regulatory framework as cigarettes, with bans on disposable vapes, nicotine pouches, and flavoured products on the table. According to the consumer group, these measures would prevent smokers from switching to less harmful alternatives and keep the EU away from reaching its 2040 smoke-free goal.

Alberto Gómez Hernández, Policy Manager of the World Vapers’ Alliance, said: “We share the EU’s goal of a smoke-free Europe. What we reject is the idea that we can only get there with high taxes and bans. Some smokers quit with a vape, others with nicotine pouches or heat-not-burn, and many only thanks to the right flavour. Every product the European Commission bans or taxes out of reach closes a path that would have worked for someone.”

Michael Landl, Director of the World Vapers’ Alliance, added: “Over 100,00 consumers signed our petition to protect harm reduction in the EU, but the European Commission keeps ignoring them. Meanwhile, Commission-funded NGOs lobby MEPs and Member States on its behalf, promoting restrictions and bans. Millions of Europeans quit smoking with these products, and we won’t let them be banned without a fight.”

The World Vapers’ Alliance will mobilise consumers and make their voice heard in Brussels and capitals across the EU in the coming months, as the TPD proposal moves from the Commission to Members of the European Parliament and EU governments.