Missing The Target: Official Data Shows EU Tobacco Strategy is Failing

The European Union’s own evidence shows that its current tobacco control strategies are falling short of achieving a smoke free society by 2040. Despite
efforts such as taxation, public smoking bans and awareness campaigns, smoking rates across the EU remain high, with only modest declines. In contrast, Sweden is leading the way by adopting a tobacco harm reduction (THR) approach, demonstrating that focusing on reduced-risk products can yield significant progress.