Imperial Brands calls for evidence-led vape regulation amid EU policy review

Imperial Brands has urged policymakers to adopt a more evidence-based and consumer-focused approach to nicotine regulation, as the EU prepares to revise its Tobacco Products Directive.

Speaking at the World Nicotine Congress in Brussels, chief consumer officer Paola Pocci outlined three long-term trends shaping the future of tobacco and vape policy: scientific evidence, behavioural insights and the growing impact of illicit trade.

Pocci highlighted the expanding body of research supporting next-generation products (NGPs), noting that more than 10,000 studies on vaping have been published since 2010. She pointed to countries such as New Zealand and Sweden, where smoking rates have fallen significantly alongside the adoption of alternative nicotine products.

In Greece, where a national plan embraces harm reduction alongside prevention and cessation measures – and where Imperial Brands has built a business which is more than 50 per cent NGP – smoking incidence has recently fallen by a quarter.

“Looking ahead, we cannot let an excessive focus on absolute risk – the so-called precautionary principle – undermine the tangible benefits that our focus on relative risk – harm reduction – has delivered over the past two decades,” Pocci noted.

She also emphasised the role of behavioural science in understanding how smokers use alternatives in real-world settings. Internal studies cited by the company found that, among smokers with no initial intention to quit, between a third and half either reduced consumption significantly or stopped smoking within six months of switching to smoke-free products.

“As we consider the long-term policies which will define the choices of smokers and nicotine users, we no longer need to rely on ‘gut instinct’ or ‘common sense’. There is now a wealth of data and insights out there to guide the important policymaking decisions,” she said.

However, Pocci warned that regulatory decisions must also take into account the rapid growth of illicit markets. More than 52 billion counterfeit and contraband cigarettes were sold in Europe last year, representing over 10 per cent of the market, while seizures of illegal NGPs in Germany rose by nearly 30 per cent in 2025.

She cautioned that overly restrictive policies could unintentionally drive consumers towards unregulated products, undermining public health goals.

“There are warnings from other countries, where excessive cost and limits on choice have created a tipping point where the illicit market crowds out the legal, regulated sector”, Pocci said. “At that moment, the public health goals we all share are put in jeopardy.”

Looking ahead, Imperial Brands called for a proportionate regulatory framework that reflects the differing risk profiles of nicotine products, supports harm reduction and ensures adult consumers retain access to a range of legal alternatives.

Pocci said that placing consumers at the centre of policymaking would be critical to delivering long-term improvements in public health outcomes across Europe.

“I am confident that we can set the right long-term course for tobacco and nicotine regulation – one that is evidence-based, proportionate and delivers continued improvements in health outcomes across Europe,” she concluded.