Wopke Hoekstra wrongly equates vaping with smoking and pushes taxation that could drive ex-smokers back to cigarettes.

Brussels, 10.2.2025 – The World Vapers’ Alliance (WVA) strongly condemns the recent statements made by EU Tax Commissioner Wopke Hoekstra, who falsely claimed that vaping “kills like ordinary cigarettes” and justified higher taxes on vapes and flavours based on misleading arguments.

During a parliamentary hearing, Hoekstra suggested that young people are being “seduced” by flavoured e-cigarettes and that these products create a “false sense of security.” He went further, making the scientifically inaccurate claim that vaping is as deadly as smoking.

Alberto Gómez Hernández, Policy Manager of the WVA, stated: "This is a dangerous and irresponsible statement from an EU official who should be basing his policies on facts, not fear-mongering. The science is clear: vaping is at least 95% less harmful than smoking and is the most effective tool we have to help smokers quit. Equating vaping with smoking is not only misleading but also risks deterring smokers from switching to a far less harmful alternative.”

Flavors play a crucial role in helping smokers transition to less harmful alternatives and their use is associated with a 230% increase in the odds of quitting. A significant majority of adult vapers prefer non-tobacco flavours, with fruit flavours being particularly popular, as shown by the latest Eurobarometer survey.

“Flavors are not a marketing ploy to attract youth but a vital component in encouraging adult smokers to switch to less harmful alternatives. Higher taxes on flavours would make it significantly harder for many vapers to stay away from combustible tobacco, potentially leading to higher smoking rates,” added Gómez Hernández.

"If the EU is serious about reducing smoking rates, it must promote harm reduction strategies that include vaping. Spreading misinformation and imposing prohibitive taxes will only serve to protect the cigarette industry at the expense of public health,” concluded Gómez Hernández.