When misinformation comes from the very top, it’s not just frustrating—it’s dangerous. That’s exactly why the recent open letter from European Tobacco Harm Reduction Advocates (ETHRA), signed by 21 renowned experts, is so important. ETHRA’s message to the European Commission is clear: stop spreading myths about vaping, stop ignoring science, and start listening to the millions whose lives depend on access to safer alternatives.

Let’s be honest—when an EU Commissioner stands up and declares, “Smoking kills, vaping kills,” it’s more than a slip of the tongue. It’s a public health blunder that risks undoing years of progress in tobacco harm reduction. The evidence is overwhelming: vaping and other non-combustible nicotine products are dramatically less harmful than smoking. Yet, the Commission seems intent on treating all nicotine products the same, threatening to slap huge new taxes on vapes, pouches, and heated tobacco. This isn’t just misguided—it’s reckless.

ETHRA’s open letter lays out the facts. Safer nicotine products have already helped millions quit smoking. High taxes and scare tactics won’t protect public health; they’ll push people back to cigarettes or into the black market. The experts warn that 60% of vapers would turn to unregulated sources if the EU imposes excessive taxes. That’s not just a policy failure, it’s an open invitation to criminal networks and a blow to consumer safety.

The World Vapers’ Alliance (WVA) has been raising the alarm for months too. We’ve called out the Commission’s misinformation, challenged their hostility to harm reduction, and demanded that they put science and public health above politics. The facts are on our side: vaping is at least 95% less harmful than smoking, and flavour bans or tax hikes only make it harder for smokers to quit. Countries like Sweden, which embrace harm reduction, are leading the way in cutting smoking rates—proof that smart policy saves lives.

What’s most alarming is how out of touch Brussels has become. This is a call to action. If you care about public health, science, and the right to choose safer alternatives, now is the time to speak up. Share the ETHRA letter. Contact your MEPs. Tell your story. The future of harm reduction in Europe hangs in the balance, and silence is not an option.

The Commission should listen to the experts, the consumers, and science, not outdated myths. The WVA stands shoulder to shoulder with ETHRA and every advocate fighting for a smarter, safer approach to nicotine. We won’t stop until the EU puts people before ideology and gives every smoker a real chance to quit for good.