Youth nicotine addiction is a concerning development that requires immediate attention. The rise of vaping, particularly among younger consumers, poses significant health risks. Data shows that over 30% of 15-year-olds have used e-cigarettes at some point, with 20% reporting use in the month preceding surveys.
More recently, the increasing popularity of nicotine pouches among youth is also a significant concern, as these products can lead to new addictions. Data from Euromonitor shows a 71% Compound Annual Growth Rate for nicotine pouches in Europe from 2019-20241.
This growth is particularly alarming given that 1 in 5 users of recreational alternative tobacco and nicotine products start using them without ever having smoked2. This trend highlights the need for tightened regulations, marketing restrictions, and access controls to safeguard Europe's next generation.
As we strive towards a healthier future for all Europeans, the need for a comprehensive strategy to address tobacco and nicotine addiction has never been more pressing. At Kenvue, we're committed to supporting the European Union's goals, particularly the ambitious target of creating a 'Tobacco-Free Generation' by 2040.
The EU now has a critical opportunity to modernise and futureproof its tobacco legislation, including the Tobacco Products Directive and Tobacco Advertising Directive, which have remained unchanged for over a decade
For decades, the EU has been a global leader in public health, championing policies that have saved countless lives and improved well-being across the continent. But, surprisingly, tobacco use is still the leading cause of death in the EU, with 700,000 deaths annually.
The EU now has a critical opportunity to modernise and futureproof its tobacco legislation, including the Tobacco Products Directive and Tobacco Advertising Directive, which have remained unchanged for over a decade. By updating these laws, the EU can establish a unified regulatory framework that comprehensively addresses the rapid evolution of alternative tobacco and nicotine products.
This would enable a more coordinated approach across Member States, strengthening collective efforts to reduce smoking, particularly among youth, create a target for a nicotine free region, and ultimately supporting the goal of a 'Tobacco-Free Generation' by 2040.
A Path Forward
To achieve a tobacco and nicotine-free Europe, we must adopt a dual-focus approach. First, we need to prevent nicotine addiction by implementing robust regulations on alternative nicotine products, including e-cigarettes, and nicotine pouches. This includes standardised packaging, a pan-EU ban on advertising, and consistent flavour restrictions. Second, we must ensure access to evidence-based cessation tools, such as Nicotine Replacement Therapy (NRT), to support those struggling with nicotine addiction.
By taking a comprehensive approach that addresses both prevention and cessation, we can create a coherent, pan-EU policy that supports European citizens in achieving Total Quit – freedom from tobacco and nicotine
By taking a comprehensive approach that addresses both prevention and cessation, we can create a coherent, pan-EU policy that supports European citizens in achieving Total Quit – freedom from tobacco and nicotine. This dual strategy will not only reduce the health burden but also support the EU's goal of a healthier future for all Europeans.
Key Recommendations
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Strengthen Commitment to a Tobacco-Free Generation: The EU should expand its targets to include all nicotine products, ensuring a comprehensive approach to protecting future generations.
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Regulate Alternative Nicotine Products: Update existing legislation to comprehensively regulate all tobacco, e-cigarettes, and nicotine pouches through unified, pan-European standards. Ensure that legislation is future-proofed against upcoming innovations in this segment.
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Ensure Access to Safe Cessation Tools: Only approved products should be allowed to be marketed as health products and smoking cessation tools, ensuring consumers have access to safe and effective support.
By implementing these measures, we can make significant progress towards a tobacco and nicotine-free Europe, improving the health and well-being of European citizens.
1. Euromonitor Global Tobacco database, 2010-2024 Actuals, $USD Retail Value
2. Incite 2024, Kenvue Global CEPs Usage and Attitude Report
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