Brussels, 23 January 2026 – The European Parliament’s draft opinion on the EU Cardiovascular Health Plan, published today, contains sweeping prohibitive measures that have sparked backlash among consumers. Led by socialist rapporteur Romana Jerković, it demands de-facto bans on vapes, nicotine pouches, and heat-not-burn products, harm reduction tools that millions use daily to quit smoking.

It seeks to place all nicotine products under the same strict regulations as cigarettes, erasing critical distinctions between far less harmful alternatives and combustible products. Despite evidence that product choice and flavours help adult smokers switch successfully, the draft pushes high taxation, flavour and marketing bans, and severe nicotine restrictions.

“This reckless draft is an outrageous assault on consumer health and freedom. WVA completely rejects this anti-science crusade that ignores harm reduction’s proven success,” said Alberto Gómez Hernández, Policy Manager at World Vapers Alliance.

High taxes and flavour bans would inevitably drive consumers back to deadly cigarettes while fueling dangerous black markets, undermining public health gains from safer nicotine products and betraying those who escaped smoking.

“Extreme taxation and flavour bans have proven catastrophic wherever implemented. Jerković and her socialist colleagues must wake up: such measures will kill progress and condemn millions back to smoking,” dodao je Gómez Hernández.

Consumers call on Romana Jerković and Social Democrats to reassess this position and urge all MEPs to reject these anti-harm reduction measures while protecting access to life-saving alternatives.