Tobacco use is a leading preventable cause of disease and premature death in Europe. The rise of new nicotine and tobacco products among young people poses significant public health challenges. Current EU legislation does not sufficiently address emerging products, digital marketing strategies, cross-border advertising, and industry tactics that continue to attract children and adolescents to nicotine use.

EMSA calls for a comprehensive revision of the Tobacco Products Directive and the Tobacco Advertising Directive. This revision should prioritize youth protection, close regulatory gaps, strengthen restrictions on advertising and product attractiveness, and ensure comprehensive regulation of all tobacco and nicotine products. We urge the European Commission to align its efforts with the WHO Framework Convention on Tobacco Control and Europe’s Beating Cancer Plan to achieve a tobacco-free Europe.