Brussels, 2 July 2025 – Brussels was transformed into a Champions League arena for tobacco harm reduction as the World Vapers’ Alliance (WVA) hosted a trophy ceremony in front of the European Parliament. Sweden, the Czech Republic, and Greece took centre stage, lifting the “Champions of Change” trophy for their remarkable victories in reducing smoking rates. At the same time, the EU remained stuck on the sidelines, clinging to outdated tactics.

Michael Landl, Director of the World Vapers’ Alliance, stated:

“The EU is turning a blind eye to countries that have proven harm reduction works. Instead of learning from success, Brussels is obsessed with prohibition and outdated thinking. While we celebrate progress in Sweden and other countries, the EU is busy making life harder for smokers who want to quit.”

The event spotlighted the real-world success of the three countries:

• Sweden has made history as the world’s first officially smoke-free nation, with just 4.5% of Swedish-born adults smoking—a rate five times lower than the European average and achieved 16 years ahead of the EU’s target.
• The Czech Republic has recorded a 23% reduction in smoking rates within three years, thanks to its science-based, pragmatic policies.
• Greece has achieved a 14% drop in smoking prevalence in the same period, underpinned by a national strategy that makes harm reduction a central pillar.

But while these countries lifted the trophy, the EU keeps missing open goals. Irish Prime Minister Micheál Martin’s recent comments equating vaping with smoking show just how out of touch European Leaders are with the real winners on the field.

Alberto Gómez Hernández, WVA Policy Manager, added:

“Legislation must be based on scientific evidence and the success of countries that have embraced harm reduction. The EU’s refusal to acknowledge these achievements is a disservice to millions of Europeans who deserve better options to quit smoking.”

During the event, awards were presented to consumer advocates from Sweden, the Czech Republic, and Greece, highlighting their commitment to supporting smokers in making the switch to safer alternatives. The celebration at Place Luxembourg sent a strong message: the EU must stop ignoring proven success stories and start supporting harm reduction to save lives across Europe.

With Commissioner Varhelyi confirming that the Tobacco Products Directive (TPD) will be revised this term, the EU has a crucial opportunity to look at these positive examples and finally move from the bench to the pitch—before more lives are lost off the field.