The European Commission has opened a public consultation on a comprehensive revision of the EU Tobacco Products Directive (2014/40/EU) and Tobacco Advertising Directive (2003/33/EC), signalling significant future regulatory changes for the tobacco and nicotine sector. The Commission is expected to adopt its legislative proposal in the fourth quarter of 2026.

The initiative, open for feedback from 18 May to 15 June 2026, forms part of the EU’s broader public health agenda under Europe’s Beating Cancer Plan and aims to modernise existing tobacco control legislation in light of evolving market trends, novel nicotine products and digital marketing practices.

The Commission confirmed that the revision will focus on both internal market harmonisation and stronger public health protections, with particular emphasis on youth uptake and emerging nicotine products.

Key areas under consideration include:

• extending the scope of EU legislation to novel products such as nicotine pouches, heated herbal products and non-nicotine electronic delivery systems;

• introducing new rules on flavours in e-cigarettes and other novel products;

• potential restrictions on disposable e-cigarettes;

• stronger packaging and labelling requirements, including possible expansion of plain packaging rules;

• tighter controls on digital marketing, influencer promotion and online advertising;

• greater regulatory flexibility to respond more quickly to rapid product innovation.

The Commission highlighted growing concern over fragmented national regulation across Member States, particularly regarding flavours, plain packaging, disposable vaping products and nicotine pouches, arguing that divergent national measures are creating barriers to the internal market and distorting competition.

Importantly for industry stakeholders, the Commission acknowledged that the revised framework could significantly affect product portfolios, marketing strategies and compliance obligations across the EU. At the same time, it indicated that some simplification measures may be introduced to reduce administrative burdens and streamline reporting requirements.