Twenty years after the European Union (EU) ratified the WHO Framework Convention on Tobacco Control (WHO FCTC), a new WHO/Europe report highlights both notable progress and persistent challenges in curbing tobacco use. While the EU has made significant strides in implementing strong tobacco control policies, tobacco consumption still claims over half a million lives annually. Dr. Hans Henri P. Kluge, WHO Regional Director for Europe, emphasized that despite major policy achievements, the tobacco burden in Europe remains immense, with wide disparities between countries. The new WHO European Programme of Work 2026–2030 reinforces the need for stronger collective action against tobacco and other noncommunicable disease risk factors.
Tobacco remains the leading cause of preventable deaths in Europe, killing more than 500,000 people each year, including 80,000 from second-hand smoke. As of 2022, 26.5% of EU adults used tobacco—higher than the global average—with significant gender differences: 29.1% among men and 23.9% among women. Despite progress, tobacco continues to drive 17% of all premature deaths from noncommunicable diseases in the EU. Only seven EU countries are currently on track to meet the global target of a 30% reduction in tobacco use by 2025, highlighting the urgent need for accelerated action.
A rising concern is the increasing use of e-cigarettes and nicotine pouches, especially among adolescents. Tobacco companies are using colorful packaging, sweet flavors, and social media marketing to attract youth. The WHO European Region now has the highest adolescent e-cigarette use globally, with nearly one in four 15–16-year-olds in the EU using e-cigarettes. Rates have risen in most EU countries since 2019, with girls reporting higher usage than boys. Studies also show that youth who use e-cigarettes are almost three times more likely to start smoking conventional cigarettes, undermining decades of progress in tobacco control.
Implementation of tobacco control measures across EU Member States remains uneven. While all countries monitor tobacco use and feature health warnings, only eight have full smoke-free environments and four have comprehensive advertising bans. Cigarettes have become more affordable in 14 countries since 2014, reversing earlier progress. Additionally, as of 2024, only six countries have banned flavored e-cigarettes, and most apply only partial advertising restrictions. The rise of new nicotine products and persistent tobacco industry interference continue to pose major challenges to effective policy enforcement.
Over the past two decades, coordinated EU action has proven capable of transforming public health outcomes. The upcoming revisions to the Tobacco Products Directive (TPD) and Tobacco Taxation Directive will be crucial for achieving the EU’s goal of a “tobacco-free generation” by 2040, defined as less than 5% of the population using tobacco. WHO/Europe stresses the importance of closing regulatory gaps, protecting policy-making from industry influence under Article 5.3 of the FCTC, and ensuring future-oriented legislation.
Looking ahead, WHO/Europe recommends strengthening taxation, expanding smoke-free environments, banning all flavors, adopting plain packaging, and closing online advertising loopholes to accelerate progress. Renewed EU leadership and ambition in tobacco control will not only safeguard citizens’ health but also set a global benchmark for public health policy. A tobacco-free Europe represents a future where children are protected from addiction, communities breathe cleaner air, and health and well-being are shared priorities across generations.
