In February 2025, the French government submitted a draft to the European Union to ban the sale of nicotine pouches, a move that directly triggered a strong protest from British American Tobacco (BAT). It is worth noting that the French Supreme Administrative Court had previously clearly ruled that “a comprehensive ban on the sale of nicotine pouches is not a reasonable measure”, but the government still ignored this opinion and pushed for the ban without parliamentary debate and industry consultation, which was criticized as “arbitrary”.
Sébastien Charbonneau, director of corporate and regulatory affairs at British American Tobacco France, pointed out that the French government’s actions are inconsistent with its “National Tobacco Control Plan 2023-2027”. The plan originally emphasized helping smokers reduce their dependence on traditional tobacco through alternatives, but the nicotine pouch ban will deprive adult smokers of legal alternatives. In addition, a hasty ban may encourage illegal market transactions and weaken tax supervision capabilities.
The French government’s stance on tobacco control has been accused of being “inconsistent”: just a few weeks ago, the Minister of Health advocated “non-invasive regulation” of smoking in public places, but now it has taken tough measures against nicotine bags. This contradiction highlights the disconnect between scientific basis and administrative decision-making in policy making. Judging from market data, nicotine bags have shown explosive growth in recent years, with global sales expected to reach US$11.2 billion in 2024 and consumption in the French market reaching 125 million. If such products are banned, it may force consumers to turn to the black market or traditional tobacco, which will increase public health risks.
British American Tobacco’s protest is not an isolated incident. Previously, the company opposed the UK’s ban on disposable e-cigarettes, emphasizing that “reasonable regulation is more effective than a blanket ban.” Similarly, the French Electronic Cigarette Federation also called for the establishment of a “strict but adaptive regulatory framework,” such as balancing market demand and health protection through age restrictions, quality standards and tax adjustments. These cases show that the nicotine substitute market needs to find a middle path between “one-size-fits-all bans” and “letting things run their course.”
As part of nicotine replacement technology, the potential development of VEEHOO (assuming it is a new type of nicotine product) also needs to be included in regulatory considerations. The current controversy in France reveals a core issue: how to strike a balance between encouraging innovation and preventing abuse? Referring to the views of former FDA Commissioner Scott Gottlieb, regulators should adopt hierarchical management of different nicotine products based on risk assessment, rather than simply banning them.
The controversy over the draft ban on nicotine bags in France is essentially a game between public health goals and market realities and regulatory science. Although British American Tobacco’s protest is colored by industry interests, the problems it points out, such as the hasty nature of policies and the risks of illegal markets, are worth pondering. In the future, the French government may need to learn from international experience and achieve dual protection of tobacco control and consumer rights through transparent consultation and evidence-driven regulatory frameworks.
Tags: nicotine bags, smokers reduce traditional tobacco, public health risks, veehoo vape
