The goal of a Tobacco-Free Generation will not progress without stronger EU support
A recent study shows that the rapid increase of new nicotine products and the influence of the tobacco industry are perceived to significantly hinder the European countries’ ability to achieve ambitious tobacco control goals. Without strong support at the EU level and rapid responses to changes in the market, the targets risk remaining unmet.
The study examined the facilitators and challenges of so-called tobacco endgame policies in Europe. These policies refer to goals and measures aimed at reducing the use of tobacco products in the population to such a low level that it no longer places a significant burden on public health. Tobacco causes more than seven million premature deaths worldwide each year.
The EU’s Tobacco-Free Generation target was launched in the 2021 Cancer Plan and was recently reinforced in the Safe Hearts Plan. The aim is to reduce the use of tobacco products among the European population to below five per cent by 2040.
EU support is decisive for achieving the targets
According to the study, achieving the targets is particularly supported by broad political commitment, effective and long-term cooperation between different actors, and an active civil society that keeps the issue visible and brings public opinion to light.
In contrast, tobacco industry influence on decision-making, the visible marketing of new nicotine products, and the slowness of regulation make progress towards the targets more difficult.
The interviewees saw the EU’s role 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 for reducing the use of tobacco and nicotine products.
“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,” says Senior Specialist Hanna Ollila from THL.
Finland has been a forerunner
In some countries, the target has been extended to cover nicotine products as well. Finland has been a forerunner in this respect. In Finland, the objective of the Tobacco Act is to end the use of tobacco and nicotine products. In practice, the aim is to achieve a prevalence below five per cent by 2030.
“It is important for Finland to continue its active role and ensure that national regulation remains up to date, particularly with regard to new nicotine products. The rapid increase in the use of nicotine pouches among young people requires swift additional measures, such as raising the age limit,” Ollila states.
Further information
The study is based on interviews with 23 experts in eight European countries. The interviewees included officials, researchers and representatives of non-governmental organisations. It was carried out as part of the Joint Action on Tobacco Control 2 -project, within a work package led by THL. This work was supported by the European Union’s Health Programme (2014–2020) under grant agreement no. 101035968.
Gunnar Sæbø, Ingeborg Lund, Hanna Ollila, Otto Ruokolainen, Tiina Laatikainen, Dolors Carnicer-Pont, Maria Karekla, Katerina Georgiou, Helena Koprivnikar and Milena Vasic: Perceptions of facilitators and barriers to national tobacco endgame policies among European stakeholders: a qualitative analysis. Tobacco Control.
Hanna Ollila
Senior Specialist
tel. +358 29 524 8617
[email protected]