European policymakers are preparing to update the Tobacco Products Directive, a move that has intensified pressure from the tobacco industry. With a new legislative proposal expected in December, the EU faces a critical decision: how to regulate the transition toward a “tobacco-free generation” by 2040.
The industry is aggressively seeking to protect its interests. According to data from the Smoke Free Partnership, lobbying activity has surged, with over 400 meetings involving industry representatives and MEPs since mid-2024. Italy, as a major tobacco leaf producer, remains a key focus for these efforts, with Italian MEPs attending more industry meetings than any other national delegation.
The core of the conflict lies in the classification of newer nicotine delivery systems, such as heated tobacco products and e-cigarettes. Regulators are concerned that these devices pose long-term health risks and create new forms of addiction. Conversely, manufacturers argue that these items serve as effective “reduced-harm” alternatives to combustible cigarettes and should face lighter regulations.
A group of eight EU governments, led by the Netherlands, has requested a market freeze on any new nicotine-based products or delivery devices. This proposal has prompted a provocative counter-argument from industry leaders. Marco Hannappel, president of Philip Morris International (Europe), recently questioned the logic of these restrictions: “Why don’t we ban cigarettes instead of banning products that offer better solutions?”
This industry rhetoric aligns with shifting corporate strategies. Many major tobacco firms have transitioned their business models, with new nicotine alternatives now accounting for approximately 50% of their total revenue. Public health organizations, however, warn that the industry’s push to separate these products from traditional tobacco control is a strategy to weaken the overall regulatory framework.
As the European Commission prepares its announcement for December, the debate remains deadlocked. While some member states push for a complete halt to new product entries, the industry maintains that a total ban on traditional cigarettes is the most logical path toward achieving European public health targets. The final decision will set the trajectory for the sector for the next decade.
