Understanding the EU Vape Tax: An Overview
In a recent interview with EURACTIV, Johan Nissinen, a conservative member of the European Union from Sweden, expressed his views on the effectiveness of national-level legislation versus EU-level legislation concerning vape products. Nissinen believes that each country, facing unique tobacco-related challenges, should implement its own regulations, expecting the EU vape tax to be stricter and higher.
The Rise of Vape Products in Europe
Vape products and related equipment have gained significant popularity across Europe in recent years. This has led to increased scrutiny and calls for regulation to address public health concerns and the marketing of these products.
National Legislation vs. EU Vape Legislation
Nissinen suggests that each member country should have the autonomy to implement national legislation tailored to their specific needs and challenges. He stated, “I don’t want the EU to formulate regulations applicable to all countries. Each country needs to pay attention to its own characteristics.” He further added that Europe is too divided on this issue to formulate relevant regulations uniformly.

Reducing Harm: The Primary Focus
The main focus, according to Nissinen, should be on reducing harm. If taxation is to be implemented, it should be based on the severity of the tobacco problem in each country. He emphasized that cigarettes, being the most harmful, should be subject to the highest tax, which would ideally lead to a decline in their use.
EU Tobacco Directive Revision
The European Commission is anticipated to revise its 2014 directive on tobacco products before the end of the current legislative term in 2024. This revision is expected to account for the growing presence of vapes and other new tobacco products, as well as their advertisements. Nissinen commented, “I expect that the tobacco directive will impose higher taxes on all products and will be more stringent.”
Heated Tobacco Ban and Health Concerns
On June 29, 2022, the European Commission proposed to ban the taste of heated tobacco in the EU, a regulation that does not involve vapes and e-liquid. Stella Kyriakides, the EU health commissioner, emphasized the link between smoking and lung cancer, stating, “Nine out of every 10 cases of lung cancer are caused by smoking.” The goal is to make smoking less attractive to protect the health of citizens and save lives.
Protecting Young People and Reducing Tobacco Consumption

Kyriakides added that stronger measures must be taken to reduce tobacco consumption and keep pace with the continuous influx of new products in the market, which is particularly important for the protection of young people. This highlights the need for comprehensive and effective legislation that not only addresses the marketing and consumption of vape products but also safeguards the health of the younger generation.
The EU vape tax and the regulations surrounding vape products are complex issues that require a nuanced approach. As the European Union navigates these challenges, the focus remains on reducing harm, protecting public health, and ensuring that new products in the market do not undermine the progress made in reducing tobacco consumption and its associated health risks. The upcoming revisions to the EU Tobacco Directive will be a critical step in shaping the future of vape products and their regulation within the European Union.