Brussels recently hosted a Champions League final of a different kind. As the World Vapers’ Alliance awarded Sweden, the Czech Republic, and Greece the “Champions du changement” trophy for their achievements in tobacco harm reduction, the contrast with the EU’s own approach could not have been clearer. While these countries are delivering real results and saving lives, the EU remains stuck on the sidelines, clinging to prohibitionist thinking and outdated tactics. Europe faces a crucial decision: will it finally learn from its champions or continue to double down on failed policies?

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. This was not accomplished by prohibition, but by embracing safer alternatives like snus, pouches and vaping and making them accessible to those who want to quit. The Czech Republic has shown similar leadership, recording a 23% reduction in smoking rates within just three years thanks to pragmatic, science-based policies. Instead of resorting to flavour bans or excessive taxes, Czech policymakers have empowered smokers to switch to less harmful products. Greece, once one of Europe’s smoking hotspots, has achieved a 14% drop in smoking prevalence in the same period by putting harm reduction at the centre of its national strategy.

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.

Yet, instead of learning from these victories, the EU’s leadership seems determined to ignore them. Brussels continues to pursue prohibition, higher taxes, and restrictions that have failed for decades. Recent commentaires from Irish Prime Minister Micheál Martin, who will soon lead the EU Council Presidency, are a case in point. Martin insinuated that vaping is as bad as smoking—a statement that flies in the face of scientific consensus and real-world evidence. Even more concerning, the European Commission has been caught spreading misinformation, falsely claiming that nicotine causes cancer and downplaying the role of vaping and flavours in helping adults quit. EU Climate Commissioner Wopke Hoekstra has gone so far as to declare, “Smoking kills. Vaping kills.” Meanwhile, Health Commissioner Várhelyi has claimed that vaping “has created completely new health risks that are comparable to, or even greater than, smoking itself.” This isn’t just policy talk; it’s a disservice to public health.

When countries like the Czech Republic can achieve a 23% reduction in smoking rates and Greece can cut prevalence by 14% in three years, it is indefensible for the EU to stick with approaches that have failed time and again. Prohibitionist policies, such as flavour bans, have only led to increased smoking and thriving illicit markets. Excessive taxation drives people away from safer alternatives and back to cigarettes.

The upcoming TPD revision is a golden opportunity for the EU to change course and finally adopt a strategy that puts public health and consumer choice first. The playbook is clear: follow the evidence, not fear. Sweden’s smoke-free success proves that safer alternatives are the most effective exit ramp from smoking. The EU must stop fuelling moral panic and instead incentivise switching to less harmful products. The Commission must also put an end to its misinformation epidemic and ensure that policy reflects the reality endorsed by experts, who have repeatedly found vaping to be far less harmful than smoking.

Prohibitionist policies, such as flavour bans, have only led to increased smoking and thriving illicit markets.

Most importantly, the EU must put consumers at the centre of its policy. The successes in Sweden, Greece and the Czech Republic show that when adults are given real choices and honest information, they respond. Protecting flavours, rejecting excessive taxes, and allowing truthful risk-reduction messaging are all essential to helping more people quit smoking for good.

Europe doesn’t need more empty slogans; it needs the courage to replicate what works. As the TPD revision process begins, the EU faces a simple but vital choice: join its champions on the podium, or keep losing lives to stubborn dogma. The trophy is there for the taking—if Brussels is finally willing to play by the evidence.

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