The Netherlands is considering removing tobacco stalls and all tobacco advertising from points of sale.

The Dutch government wants to extend restrictions on tobacco advertising to specialist shops, which currently benefit from an exemption to the ban on product display and advertising.[1]. In a letter to the House of Representatives, Health Minister Sophie Hermans indicated that this exception could be eliminated. The Dutch Food and Consumer Product Safety Authority (NVWA) and the Trimbos Institute both recommend this change.

A risk of increased exposure to advertising from 2032 onwards

According to government estimates, the Netherlands could have around 1,500 specialized tobacco shops by 2032, compared to 669 establishments registered in April 2026. This development is in line with the prospect of tobacco products being sold exclusively in these shops from 2032. By comparison, the Netherlands had around 10,000 tobacco outlets in 2023, when supermarkets were then allowed to sell them.

The NVWA and the Trimbos Institute point out that such a measure could increase exposure to advertising, as shoppers of tobacco and nicotine products would be systematically confronted with promotional displays in stores. According to international research cited by the Trimbos Institute, exposure to advertising and product presentation on shelves can reinforce the urge to smoke, encourage impulsive purchases, and lead some former smokers to relapse. For some consumers, product displays and point-of-sale advertising also lead them to opt for alternative products such as e-cigarettes or heated tobacco rather than quitting altogether.

The influence of manufacturers on shop design

The NVWA examined the practices of manufacturer Philip Morris International (PMI), which provides financial support for the opening or renovation of specialty stores. The investigation focused on four such establishments that had carried out work paid for by the company. In all four cases, agreements concerned the sharing of costs and the provision of furniture, displays, screens, and advertising materials for Philip Morris.

Between 2021 and 2025, 100 stores were affected, with costs ranging from a few thousand to approximately €100,000. These store layout improvements allow the manufacturer to influence the presentation of its brands and products, notably through posters, video screens, displays, and promotional materials. Sales representatives are also present in some stores, particularly to present heated tobacco products.

While these practices clearly contravene the provisions of the WHO Framework Convention on Tobacco Control, which the Netherlands has ratified, the NVWA has not, at this stage, found any direct violation of Dutch legislation. However, it warns that the widespread sale in specialized stores could systematically expose buyers to manufacturers' advertising campaigns. It notes that« Given the proposed policy of allowing the sale of tobacco products exclusively in specialized shops from 2032 (and vaping products possibly sooner), all purchasers of tobacco products will be systematically exposed to advertising campaigns at the point of purchase. This affects all smokers and vapers, including young adults and those who smoke or vape occasionally. »"In addition to this, there are non-consumers who may accompany a third party or go to a point of sale to purchase another product.

The Trimbos Institute recommends strictly combating tobacco advertising and the influence of manufacturers.

The Trimbos Institute believes that maintaining the exemption granted to specialist shops would allow the industry to continue promoting its products and facilitate the introduction of new products to the market. It also warns against presenting these shops as places to quit smoking, as the recommendations could encourage a switch to alternative products (e-cigarettes, heated tobacco) rather than complete cessation. Philip Morris has even filed a patent application for a device installed in stores that compares the carbon monoxide (CO) levels in the breath of smokers of traditional tobacco products with those of the same person who has used heated tobacco as an alternative for a certain period. The fact that the measured CO level is lower is intended to give the impression that the alternative is less harmful, while heated tobacco remains a particularly carcinogenic and addictive tobacco product.

The Institute therefore recommends extending the ban on display and advertising to specialized stores, including for tobacco-related accessories. It also advocates ending promotional contracts between manufacturers and retailers, as well as sales-related bonuses, in order to limit commercial incentives that could promote tobacco and nicotine products.

This news from the Netherlands is part of the broader context of the upcoming revision of the European Tobacco Advertising Directive (TAD). The European Commission is due to present legislative proposals by the end of 2026. Discussions are focusing in particular on the shortcomings of the current framework in the face of new nicotine products and promotional strategies, including digital ones. This announcement by the Netherlands also underscores the importance of fully covering the point of sale with a complete ban on all advertising and displays of tobacco and other nicotine products.

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[1]Kabinet wil relameverbod tabakswinkels aanscherpen, TabakNee, published on October 19, 2026, accessed on October 20, 2026

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