Open Letter to the EU

The WVA contends that the Dutch proposals “threaten to undermine years of progress in helping smokers quit through safer alternatives like vaping and nicotine pouches.”

Euractiv writes: “The Dutch health minister is urging the Commission to put “comprehensive restrictions on flavours, maximum nicotine levels and plain packaging on e-cigarettes and other nicotine products”.

The open letter has been backed by over 100,000 petition signatures from concerned citizens across Europe. It calls out policymakers for ignoring scientific evidence and public opinion in favour of misguided, prohibitionist approaches.

Michael Landl, Director of the World Vapers' Alliance, stated: “It's outrageous that politicians are willing to sacrifice the health of millions of smokers on the altar of ideology. These proposals fly in the face of all credible evidence on tobacco harm reduction. Flavour bans and higher taxation won't reduce smoking rates – they'll drive people back to cigarettes or black markets. It's a public health disaster waiting to happen.”

Landl continued: “The fact that over 100,000 Europeans have signed our petition against these measures should be a wake-up call to policymakers. Citizens want access to safer and better alternatives, not more restrictions. It's time for the EU to listen to its people and embrace harm reduction, not fight it. We won’t stand by while bureaucrats and misguided politicians threaten the lives of millions of smokers and ex-smokers.”

The WVA is calling for a balanced approach that prioritises harm reduction, consumers, and evidence-based policymaking over prohibitionist measures.

The letter states:

• Flavours are a cornerstone of harm reduction for adult smokers. They play a critical role in encouraging smokers to switch to less harmful alternatives like vaping or nicotine pouches
• Excessive taxation on vaping products and nicotine pouches makes them less affordable for smokers trying to quit cigarettes
• Proposals to restrict cross-border sales contradict the principles of the European Single Market by limiting consumer access to regulated products across borders
• The current nicotine cap of 20 mg/ml under the Tobacco Products Directive (TPD) is already insufficient for heavy smokers who need higher nicotine levels to successfully transition away from cigarettes

The World Vapers' Alliance says it is a global coalition amplifying vapers' voices and advocating for risk-based regulations: “Uniting vaping associations and individuals worldwide, the WVA promotes evidence-based policies supporting adult smokers' transition to safer alternatives. Through activism, policy engagement, and education, the WVA fights misinformation and unjust restrictions, ensuring access to life-saving harm-reduction tools.”

References:

• The Open Letter: https://worldvapersalliance.com/wp-content/uploads/2025/03/Open-letter-TPD-Netherlands-proposal.pdf

Photo Credit:

• Author generated image using AI

Dave Cross

Journalist at POTV

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Dave is a freelance writer; with articles on music, motorbikes, football, pop-science, vaping and tobacco harm reduction in Sounds, Melody Maker, UBG, AWoL, Bike, When Saturday Comes, Vape News Magazine, and syndicated across the Johnston Press group. He was published in an anthology of “Greatest Football Writing”, but still believes this was a mistake. Dave contributes sketches to comedy shows and used to co-host a radio sketch show. He’s worked with numerous start-ups to develop content for their websites.