A study warns of the obstacles to smoking reduction goals in Europe

A recent study published in Tobacco Control highlights that certain obstacles, such as the rapid rise of new nicotine products and the influence of the tobacco industry, are undermining European tobacco control objectives.[1]. Researchers believe that without effective national cooperation, cross-cutting political support, strong civil society networks and international frameworks such as the WHO Framework Convention on Tobacco Control (FCTC) and strong European Union policies, the set objectives will not be achieved.

The company's tobacco exit, "Endgame," is progressing but remains fragile.

The study is based on 23 semi-structured interviews conducted in 2023 with stakeholders from eight European countries: Cyprus, Finland, Italy, Lithuania, Norway, Serbia, Slovenia, and Spain. Participants came from government ministries, research institutes, NGOs, and other public health organizations. The objective was to identify the factors that facilitate, or hinder, the adoption of so-called "tobacco endgame" or "exit from society" policies aimed at reducing smoking to very low levels, below 5% of the population.

According to the authors, this approach is gaining ground in Europe, but its implementation remains uneven across national contexts. Those interviewed believe that the WHO Framework Convention on Tobacco Control (FCTC) has played a major role in firmly establishing tobacco as a public health issue and fostering cooperation between public authorities, researchers, and civil society. FCTC measures, such as advertising bans, plain packaging, and the prohibition of flavored tobacco products, allow countries to rely on concrete tobacco control strategies.

The European Union is also seen as an important lever, particularly in countries where tobacco control policies are less advanced. The European goal of a "tobacco-free generation" by 2040, with a prevalence below 5%, is viewed as an opportunity to harmonize national ambitions. However, some respondents point out that insufficient European regulation can sometimes slow down countries already committed to ambitious strategies.

Very contrasting situations depending on the country

The study highlights a gap between countries with an official "endgame" target and those without. Finland, for example, aims for a tobacco- and nicotine-free society by 2030, while Slovenia is targeting 2040.

Conversely, in countries without a clear strategy, policies often remain fragmented and focused on smoke-free spaces, without a trajectory for a sustainable reduction in consumption. Some believe their countries are "stuck" in a phase of incomplete denormalization: smoking is becoming less and less accepted in indoor spaces, but the fundamental issue—namely, sustainably reducing use—has not yet been fully addressed. According to the study, this lack of strategic direction makes it more difficult to adopt ambitious long-term measures.

Smoking prevalence rates among those aged 15 and over also vary considerably: from 14.2 per 100,000 smokers in Norway to 39.5 per 100,000 smokers in Serbia. According to the authors, the higher the prevalence, the more politically and socially challenging the goal of smoking cessation appears.

The tobacco industry and its new products: major obstacles

The influence of the tobacco industry appears to be one of the main obstacles to public policies aimed at reducing tobacco consumption, regardless of the country's profile. Participants mention direct and indirect forms of lobbying, sometimes linked to local economic interests. In some countries, the economic argument and associated pressures complicate the trade-offs between public health, employment, and taxation.

New nicotine products are also disrupting society's smoking cessation strategies. E-cigarettes, heated tobacco, nicotine pouches, and snus are designed to maintain addiction and muddy prevention messages, particularly among young people. Several respondents believe that the discussion can no longer be limited to traditional tobacco products but must now include all nicotine products.

The role of politics, civil society and social networks

Furthermore, the study highlights the importance of strong coalitions between public authorities, researchers, NGOs, and public health stakeholders. In the most developed countries, this cooperation helps keep the issue on the political agenda and supports long-term strategies. Conversely, the lack of resources for NGOs, the absence of political will, and short-term thinking are identified as significant obstacles.

Finally, the authors distinguish the role of traditional media, often considered rather favorable to the fight against tobacco, from that of social networks, seen as a space for the increasing promotion of tobacco and nicotine products through digital content and influencers. They believe that a coherent "endgame" strategy will need to include stricter enforcement of bans on promotional practices and vigilance regarding the disinformation disseminated through these channels.

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[1]Sæbø G., Lund I., Ollila H., et al, Perceptions of facilitators and barriers to national tobacco endgame policies among European stakeholders: a qualitative analysis, Tobacco Control, published April 30, 2026, accessed May 18, 2026

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