Experts emphasize the need for stronger EU support to achieve the Tobacco-Free Generation target, citing the influence of the tobacco industry and new nicotine products as significant hurdles.
The goal of creating a Tobacco-Free Generation in Europe is unlikely to progress without stronger support from the European Union, according to experts. A recent study highlights the challenges posed by the rapid increase of new nicotine products and the influence of the tobacco industry, which hinder the ability of European countries to achieve ambitious tobacco control goals. The study examined the facilitators and challenges of tobacco endgame policies in Europe, which aim to reduce the use of tobacco products to a level that no longer poses a significant burden on public health.
Tobacco is a major public health concern, causing over seven million premature deaths worldwide each year. The EU's Tobacco-Free Generation target, launched in the 2021 Cancer Plan and reinforced in the Safe Hearts Plan, aims to reduce the use of tobacco products among the European population to below 5% by 2040. However, achieving this target will require broad political commitment, effective cooperation between different actors, and an active civil society. The study found that the tobacco industry's influence on decision-making, the visible marketing of new nicotine products, and the slowness of regulation make progress toward the targets more difficult.
The EU's role is seen as central in reducing the use of tobacco and nicotine products. Common EU regulation and examples from other countries can accelerate national measures and encourage countries to set more ambitious targets. The ongoing revision of EU tobacco legislation provides an important opportunity to strengthen Member States' actions and accelerate progress towards the Tobacco-Free Generation target. Senior Specialist Hanna Ollila from the Finnish Institute for Health and Welfare emphasizes the need for stronger EU support, stating that "the EU's role is crucial in reducing the use of tobacco and nicotine products."
Finland has been a forerunner in this respect, with the objective of the Tobacco Act being to end the use of tobacco and nicotine products. The aim is to achieve a prevalence below 5% by 2030. However, the rapid increase in the use of nicotine pouches among young people requires swift additional measures, such as raising the age limit. The study, based on interviews with 23 experts in eight European countries, highlights the need for rapid responses to changes in the market and stronger EU support to achieve the Tobacco-Free Generation target.
The study's findings have significant implications for tobacco control policies in Europe. The EU must take a more active role in reducing the use of tobacco and nicotine products, and Member States must work together to achieve the Tobacco-Free Generation target. By strengthening EU support and accelerating national measures, Europe can make significant progress towards a healthier and more sustainable future. Ultimately, achieving the Tobacco-Free Generation target will require a concerted effort from all stakeholders, including governments, civil society, and the public. With stronger EU support and a commitment to reducing the use of tobacco and nicotine products, Europe can create a healthier and more sustainable future for all.
