Brussels, 3.5.2025 – Italy, supported by Greece and Romania, is taking a stand against the EU’s current tobacco control strategy, as reported by POLITICO. While a coalition of countries led by the Nederland pushes for rushed revisions to EU tobacco legislation, Italy is calling for a balanced approach that includes proper impact assessments and proportional measures. This comes at a critical time when the EU’s current strategy is proving ineffective—at the current pace, the bloc will miss its smoke-free target by an astonishing 60 years.

Michael Landl, Director of the World Vapers’ Alliance, stated: “The EU’s demonisation of nicotine alternatives like vaping is not only misguided but also counterproductive. Italy’s leadership in advocating for evidence-based regulation is exactly what Europe needs to reverse its failing trajectory. Europe needs risk-based regulation rather than ineffective bans and excessive tax hikes."

Despite scientific evidence showing that vaping is at least 95% less harmful than smoking, EU policymakers continue to push excessive regulations that discourage smokers from switching to less harmful alternatives.

Landl added: “If the EU truly wants to achieve its smoke-free goal, it must follow Italy’s lead and embrace harm reduction strategies. The EU risks locking itself into outdated policies that protect cigarettes rather than public health."

With Greece and Romania backing Italy’s call for proportional regulation, there is renewed hope for policies that prioritise innovation and consumer choice. The EU must seize this opportunity to listen to harm reduction advocates and avoid further delays in achieving its smoke-free aspirations.