World No Tobacco Day: Don’t block smokers’ escape route

On World No Tobacco Day (May 31), citizens across Europe are being urged to have their say in a debate that could decide whether millions more smokers successfully quit – or stay trapped with deadly cigarettes.

The European Commission has launched a public call for evidence as part of its revision of EU tobacco and nicotine laws. These reforms could severely restrict access to safer smoke-free nicotine alternatives, such as nicotine pouches, vapes and heated tobacco products, which are a proven route away from cigarettes.

Dr Delon Human, leader of Smoke Free Sweden, says consumers, health professionals and scientists should make their voices heard. “World No Tobacco Day should focus on what actually helps smokers stop smoking,” he said.

“Europe says it wants a smoke-free future, but risks locking one of the most important exit doors away from cigarettes if bureaucrats are allowed to promote ideology over real-world evidence.

“For millions of adult smokers, products such as nicotine pouches and vapes have become an escape route from cigarettes. Restricting those alternatives may sound tough, but it risks trapping smokers with the very products that cause the greatest harm.”

Sweden has made safer alternatives accessible, acceptable and affordable. Today, it is on the brink of becoming the world’s first officially smoke-free nation, with daily smoking rates below 5%, and boasts Europe’s lowest levels of smoking-related disease.

EU proposals for stricter regulation of safer alternatives, including flavour restrictions and excessive taxation, would make it harder for smokers to quit by reducing access to the tools many now rely on.

Dr Human, a former secretary-general of the World Medical Association, said policymakers must recognise a crucial distinction often lost in public debate.

“People smoke for nicotine, but they die from the smoke,” he said. “The overwhelming harm comes from combustion. Sweden recognised this and supported safer alternatives. The result is Europe’s lowest smoking rate and lowest burden of smoking-related disease.

“Sweden is the blueprint that Europe needs to follow if it truly wants to end smoking. The question we must ask policymakers on World No Tobacco Day is this: will they follow the evidence, or will they close the exit door just as millions are trying to walk through it?”

Have your say on securing a smoke-free future here:
European Commission consultation on EU tobacco and nicotine rules

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