The Croatian government has launched a public consultation on a proposal to impose an excise tax of €0.20/ml on e-liquids—a move that would drastically raise the cost of vaping for consumers. Equally troubling is the fact that the consultation period has been set at just seven days, giving citizens, health experts, and consumer organisations little time to respond to a measure that could have profound consequences for public health.

At the World Vapers’ Alliance (WVA), together with our Croatian partner CHROM, we are submitting an official response to the consultation, urging the government to withdraw the proposed tax and to extend the consultation period to ensure a democratic and evidence-based policy process.

A Tax That Would Push Vapers Back to Smoking

The scientific evidence is clear: higher taxes on vaping products lead to higher smoking rates. Multiple studies show that when vaping becomes more expensive or less accessible, consumers—especially youth and low-income groups—are more likely to turn to combustible cigarettes. This completely undermines public health goals and reverses progress made in reducing smoking-related disease.

Vaping is proven to be at least 95% less harmful than smoking, and it has also been shown to be more effective than traditional nicotine replacement therapies in helping smokers quit. Taxing these products as if they were equally dangerous not only misrepresents the science—it actively harms the people these policies should be helping.

Punishing the Poor and Widening Inequality

This tax is also deeply regressive. It would disproportionately impact low-income people, who make up the majority of smokers and rely on affordable options to switch to safer alternatives. Raising prices on vaping products during a cost-of-living crisis is not just unfair—it’s dangerous. It traps the most vulnerable in smoking, the leading preventable cause of death in Croatia and across Europe.

There’s a Better Way: Look to Other EU Countries

Countries like Sweden, Greece, and the Czech Republic are showing what a smarter approach looks like. Sweden, for example, is on track to become the first smoke-free EU country, thanks in large part to its support for safer nicotine alternatives and a risk-based taxation system that keeps these products affordable. Both Greece and the Czech Republic have incorporated harm reduction into their national strategies to fight smoking, and have raised their concerns against excessive EU regulation of vaping.

Instead of penalising harm reduction, these countries are embracing it—and their smoking rates are falling fast.

The Process Matters Too

On top of the flawed policy proposal, the seven-day consultation period is unacceptable. A decision with this level of impact on health and consumer rights deserves meaningful public input. By rushing the process, the government is denying citizens a voice and undermining transparency.

WVA and CHROM: Standing Up for Vapers’ Rights — And You Can Too

The World Vapers’ Alliance and CHROM are calling on the Croatian government to:

• Reject the excise tax proposal
• Extend the public consultation period
• Protect access to safer alternatives for smokers
• Adopt a science-based, risk-proportionate tax system

Croatia has a chance to follow the lead of countries that are successfully reducing smoking. But this will only happen if its leaders listen to the evidence—and to the people.

That’s why we’re encouraging all Croatian vapers, smokers, and supporters of harm reduction to take action. If you are a Croatian vaper, submit your comments to the public consultation and raise your voice against policies that punish those trying to make healthier choices. If you aren’t but you know someone who is, share this blogpost with him and ask him to defend his rights.

You can also review our contribution to the consultation to better understand the harmful impact this tax would have—and to echo our key arguments and evidence in your own submission.

Together, we can protect vaping rights, support public health, and stop this harmful tax from becoming law.