The European Commission released an evaluation of the EU tobacco control framework on 2 April 2026. The report assesses the effectiveness, efficiency, and relevance of the Tobacco Products Directive and Tobacco Advertising Directive. Findings show that EU rules have helped reduce smoking rates from 28 % to 24 % of the population since 2012 and lowered tobacco‑related deaths. Harmonised measures – including ingredient regulation, labelling, traceability, and cross‑border advertising bans – have improved the internal market’s functioning. However, the evaluation highlights growing risks from new products such as e‑cigarettes, heated tobacco and nicotine pouches, especially for young people. Digital promotion remains a challenge, and evidence suggests these products may act as a gateway to traditional smoking. The Commission will conduct an impact assessment and, in 2026, propose a legislative revision.
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