As World No Tobacco Day approaches, the World Health Organization (WHO) is once again doubling down on its campaign against vaping and other harm reduction tools. This is not just a missed opportunity—it is a dangerous misstep that threatens to stall, or even reverse, hard-won progress in reducing smoking rates worldwide, especially here in Europe. Rather than championing new technologies that help smokers quit, the WHO persists in spreading fear and misinformation about vaping.

The science is clear and growing ever stronger. The latest Cochrane review—widely regarded as the gold standard in health research—confirms that vaping is one of the most effective tools for quitting cigarettes. According to this comprehensive analysis, people using nicotine e-cigarettes are significantly more likely to quit smoking than those relying on traditional nicotine replacement therapies such as patches or gum. The evidence shows that vaping is at least 95% less harmful than smoking, with a fraction of the cancer, cardiovascular, and respiratory risks. While not risk-free, vaping’s potential to save lives is undeniable when compared to the devastating effects of combustible tobacco.

Europe provides compelling, real-world proof that harm reduction works. Sweden stands as the first country in the world to achieve official “smoke-free” status, 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 own target. This historic success is no accident. Sweden’s approach is built on legal and accessible alternatives such as snus, vaping, and nicotine pouches, combined with risk-proportionate taxation. The result? Dramatically reduced smoking-related disease and premature death, and a model that the rest of Europe—and the world—should urgently adopt.

Greece, too, is making remarkable progress. Thanks to a national strategy that prioritizes harm reduction, the country has slashed smoking prevalence by six percentage points in just three years. Greece is also the first EU country to permit scientifically validated health claims for smoke-free products, ensuring adult smokers have access to accurate information about less harmful options.

Czechia offers another example of rapid progress. Between the most recent Eurobarometer surveys, the country recorded a seven-point drop in smoking rates—a testament to its pragmatic, science-based policies. By integrating harm reduction into its national addiction strategy and keeping alternative nicotine products legally available, Czechia is showing that innovation and public health can go hand in hand.

Yet, despite these clear successes, the WHO continues to call for bans and heavy restrictions on vaping and other harm reduction products. This is not just out of step with the science; it is out of step with the lived experiences of millions of ex-smokers across Europe. The WHO’s stance risks pushing people back to cigarettes, undermining the very goal of a smoke-free generation that Europe’s Beating Cancer Plan and the EU’s own targets seek to achieve.

In sharp contrast, World Vape Day, celebrated on 30 May, highlights what the WHO misses: the power of innovation and the voices of consumers who have successfully switched to less harmful alternatives. World Vape Day is a global celebration of progress, giving a platform to those whose lives have been transformed by harm reduction and calling for evidence-based policies that prioritise health and choice.

Europe cannot afford to follow the WHO down this path. The evidence is overwhelming: harm reduction saves lives. Countries that embrace innovation and regulate based on risk are making the fastest progress towards ending smoking. The EU must look to the examples of Sweden, Greece, and Czechia and adopt policies prioritizing science, consumer choice, and public health outcomes.

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