Vaping and Public Health in the EU: A Shifting Narrative

The narrative around vaping in the EU is constantly evolving, moving beyond just “safer than smoking” to a more nuanced discussion about long-term health impacts, youth addiction, and the role of vaping in a “tobacco-free generation” vision. While many public health bodies acknowledge vaping’s potential as a harm reduction tool for adult smokers, there’s growing concern within the EU regarding the rapid uptake of e-cigarettes among young people who have never smoked. Studies are emerging on potential health issues linked to e-cigarette use, such as lung disease (EVALI, though often linked to illicit products) and the effects of nicotine on adolescent brain development. The EU’s “Beating Cancer Plan” aims for a tobacco-free generation by 2040, and recent discussions indicate that this includes a strong focus on curbing both traditional tobacco and novel nicotine products among youth. Policymakers are exploring measures like stricter advertising rules, sales restrictions, and public use bans for vaping, mirroring those for traditional cigarettes. The ongoing challenge for EU public health policy is to find regulations that encourage adult smokers to switch to less harmful alternatives while simultaneously protecting young people from nicotine addiction.