The European Commission last week published the evaluation report, which assesses the effectiveness, efficiency and relevance of the Tobacco Products Directive and Tobacco Advertising Directive in protecting public health and ensuring the smooth functioning of the internal market.

Smoking rates in the EU have fallen from 28 per cent to 24 per cent of the population since 2012, with an even sharper decline among young people, and tobacco-related deaths have also decreased substantially.

The report says this reflects the positive impact of stricter rules on product regulation, advertising bans and health warnings.

The evaluation also found that harmonised EU rules have improved the functioning of the internal market. Measures such as regulation and reporting of ingredients, labelling and packaging requirements, the traceability and security features of tobacco products, and cross border advertising and sponsorship rules, have contributed significantly to the smooth functioning of the internal market and enhanced the effectiveness of the tobacco control framework.

However, the report also identifies shortfalls in the legislation. In addition to the continued risks posed by traditional tobacco products, the rise of e-cigarettes, heated tobacco products and nicotine pouches has introduced new public health concerns.

They pose a particular threat to younger generations, who are at risk of nicotine addiction and long-term health consequences, not least in view of the attractive features and assertive online promotion of these products.

Moreover, evidence suggests that the growing popularity of novel products may act as a gateway to nicotine addiction and, in some cases, traditional smoking, especially among adolescents despite the fact that traditional tobacco use continue to decline.

The evaluation also highlights the evolving nature of advertising and promotion. While traditional media advertising has significantly decreased due to EU restrictions, digital promotion remains a major challenge, most notably the covert nature of the digital promotion for tobacco and nicotine products, particularly novel products.

The Commission has concluded that the EU tobacco control framework has been effective in delivering substantial public health benefits and supporting the internal market but must be adapted to address new market developments, technological changes, and emerging health risks as well as tackle persistent ones.

A revision of the legislative framework on tobacco control will be proposed by the Commission later this year following an impact assessment and consultation.

Olivér Várhelyi, European commissioner for health and animal welfare, said: “Europe’s tobacco rules have cut smoking and saved lives. But the market is changing fast.

“Novel tobacco and nicotine products are pulling a new generation into addiction, especially through appealing designs and covert online marketing.

“Young people in particular are paying the price, facing serious health risks, including cardiovascular and respiratory harm, possible cancer-related and pregnancy impacts.

“If regulation fails to catch up, Europe risks replacing declining smoking rates with a new epidemic of nicotine addiction, while traditional tobacco continues to do damage, including among those aged 55 and over.

“Without urgent action, a smoke-free generation by 2040 will remain out of reach. The Commission will overhaul the legislative framework this year.”