The European Commission’s newly published Safe Hearts Plan promises to tackle Europe’s cardiovascular burden. Instead of using harm reduction as a prevention and smoking cessation aid, it singles out safer nicotine products as part of the problem rather than the solution. This omission guarantees failure.

Smoking remains a key driver of cardiovascular illness, but EU rökningsfrekvens have barely budged, dropping just one point since 2021. At the current rate, the 5 percent target by 2040 slips to 2100, 60 years late.

Michael Landl, chef för World Vapers' Alliance, sa:

"The Safe Hearts Plan fails smokers by completely ignoring harm reduction and treating vaping and pouches as a gateway to addiction instead of tools to quit smoking. Countries like Sweden reversed smoking trends and improved cardiovascular outcomes with less harmful alternatives, not attacking those alternatives, which should be part of the solution. This is a missed opportunity. Now at least the TPD revision must make harm reduction and risk-based regulation its cornerstones, or the EU will never become smoke-free.”

The Safe Hearts Plan includes the Commission’s commitment to expedite the revision of the Tobacco Products Directive. But without risk-based rules and taxes, it risks repeating past mistakes.

With vaping, snus, and nicotine pouches, Sweden is about to become the world’s first smoke-free nation 15 years ahead of schedule. The Czech Republic slashed rates 23 percent in three years through pragmatic policies. Greece cut 14 percent by backing harm reduction. The EU Commission ignores these lessons.

The World Vapers’ Alliance therefore urges MEPs and Member States to push for science-based, consumer-friendly nicotine regulation with fair taxes reflecting real risks. Only then can Europe match Sweden’s success and reach smoke-free goals.