Campaign group Considerate Pouchers has criticised a joint letter from eight EU health ministers asking the European Commission to allow national bans on nicotine pouches.
The letter, dated 6 October and led by Dutch Health Minister Sophie Hermans, is co-signed by the health ministers of Belgium, Finland, France, Hungary, Latvia, Slovenia and Spain.
It called on health commissioner Olívér Várhelyi to use the upcoming review of the Tobacco Products Directive (TPD) to let member states ban nicotine pouches outright, freeze the entry of any new nicotine products into the EU market and impose strict nicotine limits, a broad flavour ban and plain packaging across all products.
The stated aim is to prevent the tobacco industry from continuing to introduce new products by relying on marketing strategies and claims of reduced risk.
The stance on nicotine pouches specifically calls for strengthening the European ban on oral tobacco and for allowing individual countries to adopt their own, stricter measures - even total bans on such products.
Smokefree generation
Another primary reason for further bans on the promotion and sale of nicotine products is to achieve the goal of a smokefree generation by 2040, and more generally, to end nicotine dependence completely across the EU.
The new review also calls for a ban on the advertising of nicotine products, including devices and influencer- and creator-shared content on social media.
In addition, it highlights environmental considerations for nicotine products and the impact they can have.
Unfounded claims
The ministers’ letter goes on to describe nicotine pouches as a circumvention of the EU ban on snus as well as calling claims about smoking cessation “unfounded.”
However, Considerate Pouchers said the evidence points the other way, again highlighting the data from Sweden - which has the lowest smoking rate in the EU at 5%, against an EU average of 24%.
As well as this, Considerate Pouchers pointed to other countries that are now choosing regulation over total prohibition. For example, Portugal’s parliament is currently debating a bill that would allow pouches of up to 12mg, with a ban on sales to minors.
Juan Taborcía, global spokesperson for Considerate Pouchers, said: “Eight health ministers are asking the Commission for the power to ban nicotine pouches. However, Sweden - which allows them - has the lowest smoking rate in the EU. So the question for these ministers is simple - what’s their plan for smokers who switch back?”
“I quit smoking with nicotine pouches. If they had been banned back then, I honestly think I’d still be smoking,” Taborcía added. “Adults who switched are not using a loophole. We’re the evidence that switching works.
“The Commission has a choice. It can learn from the countries cutting smoking or listen to the ones asking for permission to ban the alternatives.”
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