The Polish EU Presidency is reigniting discussions on the taxation of alternative tobacco products, such as e-cigarettes, heated tobacco, and nicotine pouches, according to Euractiv.
These products currently lack a unified excise framework at the EU level, despite their rapid growth in the market and concerns about their impact on public health, particularly among young people.
The non-paper highlights the “dramatic changes” in the tobacco market, driven by the rising popularity of novel products. While industry-funded studies argue that these alternatives are safer than traditional tobacco, the EU, World Health Organisation (WHO), and other health agencies remain cautious, citing the unknown long-term health effects of these relatively new products.
The document also points to the emergence of unconventional nicotine products, such as nicotine toothpicks and gummies, raising questions about where the market is headed.
Perhaps nicotine toothpaste will be next.
Targeting youth and public health concerns
One of the key concerns raised in the non-paper is the marketing of these products to young people. It states that children and adolescents are the “primary target groups,” with e-cigarettes and similar products serving as a gateway to nicotine addiction. According to WHO data, e-cigarette use is more prevalent among 13- to 15-year-olds than adults.
The paper criticises marketing strategies that portray these products as less harmful than traditional cigarettes and even as tools for quitting smoking.
As a result, they do not carry the stigma associated with traditional tobacco products and may be more socially acceptable.
Sources close to the discussions revealed that some industry players are advocating for the taxation of alternative tobacco products as a way to avoid outright bans. For instance, France has already notified the European Commission of its intention to ban nicotine pouches, following its recent prohibition of single-use vapes.
Taxation could provide a regulatory middle ground, allowing these products to remain on the market while generating revenue and discouraging excessive use. However, health advocates argue that stricter measures may be necessary to protect public health.
Some EU health ministers are pushing for even more stringent measures. EU diplomats are set to discuss the issue as part of the working party on Indirect Taxation, despite the European Commission’s decision to exclude the revision of the tobacco tax directive from its 2025 work programme.
The Polish presidency’s push reflects the growing urgency to address the regulatory gap and protect public health, particularly among younger generations.
