A rising share of MEPs believe novel nicotine products are as harmful as or more harmful than smoking – despite clear scientific evidence that non-combustible alternatives carry far lower risks.
The new Ecigintelligence analysis shows that while awareness of vaping, heated tobacco and nicotine pouches is rising in the European Parliament, perceptions of harm are drifting further from the evidence and becoming more polarised.
The 2025 online survey, completed by 32 MEPs, marks the first since the new Parliament was formed in 2024.
Rising awareness, widening misperceptions
More than 70 per cent of respondents say they have at least some knowledge of novel nicotine products, though only a small minority claim “deep” knowledge. Vaping and heated tobacco remain best understood, while pouches trail behind.
Despite this, the share of MEPs who think novel products are at least as harmful as smoking has climbed from 19 per cent to 33 per cent, while only seven per cent now say they “don’t know”. Among MEPs who do have knowledge, two thirds believe the products are less harmful than smoking – but that proportion has been slowly eroding.
The biggest shift is among MEPs with no knowledge at all. Far fewer now choose “don’t know”, instead placing novel products into either the “less harmful” or “equally/more harmful” categories. Ecigintelligence says this points to “increasing division into pro and anti- camps”.
Traditional cigarettes are still viewed as far riskier than any novel product by eight in ten respondents. Heated tobacco remains the most concerning of the non-combustible categories, while nicotine pouches are seen as least risky by more than half of MEPs.
Knowledge strongly shapes perceptions: MEPs without familiarity with the products are markedly more negative, particularly regarding vapes and pouches.
Nearly half now reject the idea that nicotine itself is as harmful as tobacco – a notable shift given past misconceptions.
Ambivalence on quitting versus initiation
Around half of MEPs continue to believe novel nicotine products can help smokers quit, though that share has dipped. At the same time, more see them as an “on-ramp” to smoking, particularly in the case of pouches – despite real-world evidence not supporting significant transitions from pouches to cigarettes.
Knowledge again matters. Fewer than half of MEPs with no product knowledge believe these alternatives can support cessation, though many remain uncertain rather than opposed.
Vaping shows the sharpest split: among knowledgeable MEPs, views are evenly divided between those who see vapes as a quitting aid and those who think they encourage smoking initiation. Ecigintelligence notes the emergence of “knowledgeable vape sceptics”, a new group in the data.
Just over half of respondents believe novel products could create a new generation of smokers – a proportion that has remained steady through recent surveys.
Regulation and tax: signs of a shift
Support for lower taxation of novel nicotine products has strengthened: 46 per cent of MEPs now believe they should be taxed less than traditional tobacco, more than double previous levels. This trend emerges as the EU works on a new Tobacco Taxation Directive.
A majority continue to support online sales, and nearly half favour lighter flavour rules for novel products than for traditional tobacco, though support for stricter rules is also growing.
Attitudes differ by product. For vaping, more MEPs now back alignment with traditional tobacco regulation, though a large minority still favour a lighter touch. Heated tobacco draws substantial support for online sales and for applying standard tobacco advertising rules, alongside rising interest in easing current flavour bans.
Nicotine pouch regulation is evenly split: 40 per cent favour lighter flavour rules than for traditional tobacco, 40 per cent favour the same or tighter rules. Support for online sales is weaker than for other categories, though outright opposition remains low.
Overall, a slim majority of MEPs now think tobacco-free novel nicotine products should be regulated in the same way as traditional tobacco. A quarter disagree, and even if all undecided MEPs opted for lighter rules, they would still fall short of a majority.
