EU proposes stricter tobacco rules and higher taxes

The European Commission has proposed revising the EU's Tobacco Tax Directive to tighten rules and increase taxes on tobacco and novel nicotine products, aiming to curb consumption and move toward a "tobacco-free generation" by 2040 Source: Euronews. The proposal is under negotiation, with the final decision resting on unanimous approval by the Council of the EU after the Parliament failed to adopt a formal position in June 2026 Source: Euronews.

Key figures

• About 24% of Europeans still smoke, with 300 billion cigarettes sold annually in the EU Source: Euronews.
• Tobacco-related diseases cause around 700,000 deaths per year and cost health systems an estimated €25 billion annually Source: Euronews.
• Over 11% of adolescents aged 13–15 use tobacco or nicotine alternatives like flavored disposable e-cigarettes Source: Euronews.

Public awareness gap

A separate study in BMJ Open, covering over 240,000 smokers in 46 countries, found that while more than 90% know smoking causes lung cancer, only about 80% are aware of its link to heart disease and 70% to stroke. Awareness of secondhand smoke risks has declined in many high-income countries Source: Infobae. Researchers call for stronger public education campaigns Source: Infobae.

What's next

The proposed directive would set minimum excise taxes on novel nicotine products and extend traceability to raw tobacco, potentially raising prices for cigarettes and alternatives Source: Euronews. However, the requirement for unanimity among member states poses a significant hurdle, and any delay could lead to millions of new smokers, warns public health expert Martin McKee Source: Euronews.