Copenhagen, 26 October 2026 – As the World Health Organization’s European Region Committee prepares to gather for its 76th session on 27-29 October to discuss its new health strategy, aimed at reducing the burden of noncommunicable diseases (NCDs), the World Vapers’ Alliance (WVA) warns that the proposed approach to less harmful nicotine products could have unintended and counterproductive consequences for this goal. 

The action plan presented for the discussion at the committee meeting groups tobacco and nicotine products together, failing to acknowledge the differences between combustible cigarettes and less harmful nicotine alternatives. 

While reducing smoking rates and preventing adolescent access to nicotine products are important public health goals, the WVA urges policymakers to consider the scientific evidence on less harmful nicotine products and real-world examples from the countries that have implemented evidence-based policies, such as Sweden. 

The document rightly points out that tobacco causes 1,2 million deaths annually across the WHO European Region. However, when it comes to new nicotine products, it does not provide specific evidence on their impact on NCDs. 

Moreover, it fails to acknowledge Sweden’s example, which has become the first EU country to bring its smoking rate below 5%, alongside widespread access to less harmful alternatives, such as nicotine pouches. 

Liza Katsiashvili, Operations Director at the WVA stated:

“Sweden is one of the clearest examples of how a country can implement a progressive tobacco policy and successfully reduce smoking rates through innovation. Ignoring examples like this and taking a biased approach towards less harmful alternatives will not make Europe’s journey towards a smoke-free future any easier”

WVA calls on WHO European Member States to recognise the differences in risk between nicotine products and include tobacco harm reduction strategies in the new health strategy, in line with Article 1(d) of the WHO Framework Convention on Tobacco Control. Sweden’s success in reducing smoking rates should serve as an example for other European countries to follow.