EU Commissioner warns of ‘toy-like’ vapes ahead of debate on tobacco tax rules

EU Commissioner Wopke Hoekstra, who oversees the EU’s taxation policy, will discuss his proposals for updating the EU’s tobacco taxation rules to finance ministers at next week’s ECOFIN Council. In a LinkedIn post, Hoekstra — a father of four — left no doubt about where he stands on the issue.

“We all know the dangers of tobacco, but nicotine in new products like vapes and e-cigarettes is also extremely harmful [...] Critically, it’s highly addictive especially for teenagers and kids whose brains are still developing,” he wrote. “Vapes, in particular, lure kids in young and trap them in lifelong addiction. The marketing is deeply troubling. Some of these products come in Sponge Bob and Luigi shapes, strawberry-kiwi Coke bottles, retro Gameboys, clearly trying to appeal to young people like they are some kind of a toy.”

The post followed a meeting with the Association of European Cancer Leagues, European Cancer Organisation, European Society of Cardiology and Smoke Free Partnership, where Health Commissioner Olivér Várhelyi was also present. 

“One of my priorities as commissioner responsible for taxation is to modernise the Tobacco Taxation Directive, and last July we set that in motion. Our new proposal brings more products, like vapes, into scope, increases EU tax rates on tobacco and cracks down on cross-border traffic, counterfeit goods and tax evasion currently costing us EUR 13 billion every year.”

He criticized the “covert ways” in which the tobacco lobby operates and said that they try to downplay the risks of these new products, in “the exact same way they downplayed the risks of light cigarettes in the past”.

Support from the Cancer Community

Public health organisations have welcomed the Commissioner’s efforts. President of the Spanish Association Against Cancer Ramon Reyes, praised the EU’s determination to act:

“Your commitment to modernising the Tobacco Taxation Directive is essential in our collective fight against tobacco and the growing threat of vaping products targeting our children and teenagers,” Reyes said. “We strongly support your proposal to bring new products like e-cigarettes into scope, increase EU tax rates, and combat the tobacco industry’s deceptive tactics. Tobacco taxation is one of the most effective tools we have to reduce smoking rates and protect vulnerable populations.” Ramon Reyes, President of the Spanish Association Against Cancer

Reyes stressed that the European cancer community stands “firmly behind this initiative” and will continue to advocate with the Commission to ensure Member States resist industry pressure and prioritize health over commercial interests.

Pushback from tobacco-alternative advocates

Not everyone agrees with this approach. Advocates for vaping and nicotine alternatives replied to the post arguing that equating all products with traditional cigarettes risks undermining harm reduction strategies.

Economist and Policy Manager at the World Vapers’ Alliance, Alberto Gómez Hernández, said that vaping and other alternatives are significantly less harmful than smoking and can play a crucial role in reducing tobacco-related disease.

“Over a hundred international organisations, including government institutions, already agree that vaping, heat-not-burn and nicotine pouches are much safer than cigarettes,” Hernández said. “Real-life European examples like Sweden, Greece, the Czech Republic and the United Kingdom prove that making them available reduces smoking rates and smoking-related illnesses and deaths.”

Pouch perspective

Similar concerns have been voiced by lobbyists for nicotine pouches. Juan Rafael Taborcía Escuela, from the Global Spokesperson for Considerate Pouches,  pointed to Sweden’s experience as proof of the benefits of alternatives.

“Nicotine alternatives like pouches and vapes have already helped people quit smoking and dying from cancer around the world. By overtaxing them you’ll be sending healthier people back to tar and cancer,” Taborcía said. “Nicotine isn’t carcinogenic. If you look a bit north you’ll find Sweden allows people to choose. As a result they have 44% less cancer, tobacco-related deaths and lung diseases.”