22.10.25 – Brussels. The World Vapers’ Alliance (WVA) has released its position paper on the European Commission’s proposal to revise the Tobacco Excise Directive, warning that the plan would punish millions of smokers trying to quit and undermine Europe’s smoke-free goals.

For the first time, the Commission proposes EU-wide minimum taxes on vaping products, heated tobacco, and nicotine pouches, bringing their prices close to those of cigarettes. According to the WVA, this would remove the main incentive for smokers to switch to safer alternatives, fuel illicit markets, and protect cigarette sales rather than reduce them.

Alberto Gómez Hernández, Policy Manager at the World Vapers’ Alliance, said: “This proposal is a disaster for public health. Taxing smoke-free products like cigarettes will keep people smoking instead of quitting. The Commission is ignoring science, citizens, and real-world success stories from countries like Sweden that prove harm reduction works.”

Under the plan, taxes on vaping liquids would more than double retail prices in most EU countries. Nicotine pouches would be taxed at 50% of their retail price, and heated tobacco at 55% or more of retail value.

The WVA also denounced the Commission for spreading misinformation and for misrepresenting citizens’ input in its own public consultations, where the majority of respondents opposed higher taxes on reduced-risk products.

“The EU claims to want a smoke-free future and we have overwhelming evidence that risk-based regulation helps, but they keep ignoring these facts and put ideology before science. By heavily taxing safer, Brussels is effectively protecting the cigarette market and sabotaging its own health goals,” added Gómez Hernández.

The full WVA position paper on the proposal is available here.