EU leak sparks outrage over proposed vape and pouch ban

A leaked European Commission document has sparked uproar among harm reduction advocates and industry groups, after revealing plans to support potential bans on vapes and nicotine pouches at the upcoming COP11 meeting of the World Health Organisation’s Framework Convention on Tobacco Control (FCTC).

The draft, shared with EU member states on 7 October, outlines the Commission’s proposed Union positions for COP11, to be held in Geneva from 17–22 November 2025. Under agenda item 4.5, the Commission reportedly “reiterates its support for strong regulation of ENDS/ENNDS and nicotine pouches, which could include a ban to protect in particular children and adolescents.”

Critics say the position represents an alarming shift away from evidence-based harm reduction policies that have helped millions of smokers transition to less harmful alternatives.

Michael Landl, director of the World Vapers’ Alliance (WVA), described the proposal as “a wilful denial of facts and a harmful agenda that will cost lives.”

“Proposing outright bans on vaping products and nicotine pouches shows a reckless disregard for millions who rely on harm reduction,” said Landl. “It is ideologically driven, ignores science and tramples on the rights of smokers seeking less harmful alternatives.”

The WVA said the Commission’s stance directly contradicts Article 1(d) of the FCTC treaty, which recognises harm reduction as one of the three pillars of tobacco control – alongside demand and supply reduction.

Adding to the criticism, Markus Lindblad, Head of External Affairs at nicotine pouch retailer Haypp, said the proposals were “completely detached from reality.”

“Several of the proposals would destroy the tobacco harm reduction strategies of many countries,” Lindblad said. “Smoking rates have declined rapidly in Sweden and the UK precisely because nicotine users in these countries have access to alternatives such as nicotine pouches and vapes. Proposing a total ban on nicotine pouches or flavourings makes absolutely no sense.”

According to leaked details, the EU’s draft COP11 package includes a total ban on nicotine pouches, a sweeping flavour ban across all tobacco and nicotine products, new environmental restrictions on filters and plastics, and tighter rules on comparative claims that could limit consumer access to information about product risks.

Public health experts warn that such restrictions would roll back years of progress in reducing smoking rates across Europe. Sweden is on track to become the first “smoke-free” country this year – defined as adult smoking prevalence below 5 per cent – largely due to the widespread use of oral nicotine products.

The EU’s draft positions will now be reviewed by member states before the final mandate is agreed. The proposals are expected to be formally presented at COP11 in Geneva next month, where health ministers from across the EU will determine whether to endorse or amend the Commission’s stance.

Landl urged EU governments to take a firm stand.

“Member States must push back hard and reject this shameful position before it devastates harm reduction progress in Europe,” he warned.