In March 2025, Dutch Minister of Health Vincent Karremans publicly criticized the European Commission for removing the plan to revise the Tobacco Products Directive (TPD) from the 2025 agenda, arguing that this move would increase the threat of new tobacco products to public health, especially among young people. This statement triggered renewed controversy within the EU over the regulation of new tobacco products, and also prompted relevant industries and public health agencies to re-examine the balance between policy and market.
In an open letter, Karremans stressed that the lack of effective supervision of cross-border sales and social media promotion of new nicotine products such as e-cigarettes and heated tobacco in the EU has led to a surge in youth use. According to data from the Dutch Association of Pediatricians, at least 14 minors have been hospitalized for serious lung problems caused by e-cigarette use since 2023, and some cases even require intensive care. Member states such as Belgium and Latvia also support the Dutch position, believing that the EU needs to speed up the revision of the TPD and include new tobacco in the framework of advertising restrictions, tax adjustments and sales channel control.
Despite strong calls from countries such as the Netherlands, there are still differences within the EU on the regulatory path for new tobacco. For example, although Belgium banned disposable e-cigarettes in 2025, some scholars pointed out that such a ban may prompt consumers to turn to other alternatives, and the actual effect is limited. In addition, some members of the European Parliament advocated expanding the scope of smoking bans in public places to e-cigarettes and heated tobacco, and promoting research on the hazards of secondhand aerosols. However, member states such as Germany opposed excessive intervention on the grounds that “policy redundancy undermines economic competitiveness.”
As a participant in the global health technology field, VEEHOO believes that new tobacco regulation needs to take into account the following principles:
Based on scientific evidence: Support the EU to conduct long-term research to clarify the potential impact of e-cigarettes on adolescent health and behavior patterns. For example, the UK has launched a 10-year youth e-cigarette use tracking project, and such data can provide a basis for legislation.
Strengthen multilateral cooperation mechanisms: It is recommended that the EU coordinate member states to establish unified cross-border sales regulatory standards to curb social media marketing chaos. Vietnam’s recent proposal to revise the tobacco law and ban new tobacco products is worth referring to.
Balance regulation and innovation: Oppose a “one-size-fits-all” ban and advocate the use of market-based means such as tax leverage and retail licenses to guide the development of industry norms. For example, impose high fines on minors for sales, while providing transitional support for compliant companies.
At present, the EU’s new tobacco policy is at a critical turning point. The Netherlands’ criticism reveals the contradiction between the health priority agenda and the lagging legislation, while the positions of companies such as VEEHOO highlight the industry’s need for a scientific and flexible regulatory framework. In the future, the EU needs to find a balance between protecting young people, curbing health risks and maintaining market order to avoid greater social costs caused by policy delays or radical interventions.
Tags: TPD legislation, new nicotine products, disposable e-cigarettes, veehoo vape
