Europe is on course to miss its target of being smoke free by 70 years, according to the latest survey on tobacco use in Europe by the European Commission.
The findings show that at the current rate of decline, the EU will only reach its target of a smoking rate of 5% by 2100. The current goal is 5% prevalence by 2030.
The survey did however find that vaping products and heated tobacco products were significantly more effective for people wanting to stop smoking that nicotine replacement therapies: over half of smokers and former smokers who vaped had either quit or cut down their tobacco intake.
The survey was released two days after a debate in the European Council - first covered by Clearing the Air - saw a number of Member States call for a tougher approach to vaping, including product and flavour bans.
Just over half of the EU population would support a flavour ban, according to the survey. The Commission has not said what proportion of vapers or smokers would support a ban.
Interestingly, the Commission chose to hold back its own data until after this debate had taken place; and has not publicised the study on its website or social media channels.
The survey found that while only 3% of Europeans vape and 4% have tried pouches, 24% continue to smoke.
Michael Landl, of the World Vapers Alliance, sees the data as evidence of a European policy failure.
"By stubbornly targeting harm reduction products instead of focusing on the real issue, the EU is not just failing but actively sabotaging public health efforts,"he said. "This disastrous approach must end now. Instead of fighting products such as vaping or nicotine pouches, they must become a cornerstone of future public health strategies. Otherwise, the fight against smoking will be lost."
