European Commission urged to tax e-cigarettes and nicotine pouches

The European Union is increasingly being asked to tax e-cigarettes and nicotine pouches[1]Sixteen Ministers of Finance and Economy, representing 15 Member States, recently wrote to European Commission President Ursula von der Leyen to demand action. This letter is part of a broader effort to push the Commission to publish the much-anticipated draft new Tobacco Taxation Directive (TTD).

Growing pressure to regulate new nicotine products

Sixteen ministers from fifteen EU countries—the Netherlands, France, Belgium, Germany, Spain, Croatia, Bulgaria, Denmark, Estonia, Latvia, Slovakia, Portugal, Slovenia, Ireland, Finland, and the Czech Republic—cite public health concerns and denounce an outdated legislative framework. Since the current directive was adopted in 2011, numerous new nicotine products have flooded the market. In 2022, a proposal for a new directive to include e-cigarettes and heated tobacco was discussed as part of Europe's Beating Cancer Plan, but it has still not been published by the Commission.

" These products have become very accessible, even for children, because they are taxed little or not at all in several EU countries. This is why the revision of the directive is now urgent. " explains Lilia Olefir, director of Smoke Free Partnership.

According to the latest ESPAD report (European School Survey Project on Alcohol and Other Drugs), published at the end of May 2025, 44% of the more than 100,000 European students surveyed for the study reported having tried e-cigarettes at least once in their lives. In addition, 16% of the students reported first using e-cigarettes before the age of 14. However, early exposure to nicotine can lead to lasting addiction and impair brain development in adolescents.

A political call to change European legislation

Mobilization in favor of strengthening regulations regarding new products is intensifying. In March 2025, twelve health ministers urged the Commission to review all legislative texts related to tobacco, particularly taxation. Then, at the end of May 2025, this initiative came from sixteen finance and economy ministers calling on the President of the Commission to " take the necessary steps to update the directive ".

In response, Commissioner Wopke Hoekstra, responsible for taxation, expressed hope that the rules would soon be changed.

The draft bill would include a significant tax increase on cigarettes, rolling tobacco, and cigars. For the first time, it would also introduce a minimum tax on new products such as heated tobacco, e-cigarettes, and nicotine pouches.

" These taxes are essential because they increase prices and make products less accessible. ", analyzes Lilia Olefir. " Today, a disposable e-cigarette costs around eight euros, which remains very affordable for young people. ".

Some European nations have already taken measures to address the public health and environmental issues posed by these new products. Belgium, for example, has become the first^er January 2025 the first EU country to ban the sale of puffsDisposable e-cigarettes are harmful to the environment. Belgian Health Minister Frank Vandenbroucke has called these cheap products a health threat, particularly for teenagers. France has followed suit, also banning the sale or free offering of puffs since February 26, 2025..

Furthermore, France, Belgium and the Netherlands have banned the sale of nicotine pouches, and others have regulated them, such as Luxembourg, the Czech Republic, Finland, Denmark, Austria and Hungary.

The proposal in preparation has been received with mixed reactions from EU states.

Commissioner Hoekstra hopes that the proposal for a new directive on the taxation of tobacco and related products will be adopted by the summer, but this prospect remains uncertain. Indeed, any reform in this area requires unanimity among Member States.

The proposal to revise the taxation directive is supported by countries with already high tobacco taxes or those that have introduced taxes on e-cigarettes or other nicotine products. These countries are suffering from an increase in cross-border trade due to tax disparities within the EU.

On the other hand, countries like Italy, Greece, and Romania oppose changing the current rules. Not only are their tax levels lower, but the tobacco industry also holds significant influence in these member states.

However, the influence of the tobacco industry on public policy can be contested even in countries traditionally very close to the manufacturers. For example, in a recent survey conducted in Switzerland, ranked 89^e out of 90 on the Global Tobacco Index's tobacco industry interference index, it was found thatHowever, a majority of French-speaking Swiss find the tobacco industry too influential in politics.Most respondents were in favour of stricter prevention measures, with 84 % in favour of banning puffs.

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[1]Walker Lauren, EU Commission faces rising pressure to tax vapes and nicotine pouches, Euro News, published June 2, 2025, accessed June 3, 2025

[2]Tobacco-free generation, European Commission validates ban on puffs in France, published September 28, 2024, accessed June 3, 2025

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