EU reviews tobacco directive as new snus rules considered

By June 15th, the Commission wants to receive comments from authorities, companies, researchers and others on its planned revisions to both the EU Tobacco Directive and the Tobacco Advertising Directive.

Not least, a battle awaits over the so-called white snus - the tobacco-free nicotine pouches - which are not yet covered by any common EU rules.

“EU tobacco regulations have reduced smoking and saved lives. But the market is changing rapidly. New tobacco and nicotine products are drawing a new generation into addiction,” Health Commissioner Olivér Várhelyi wrote in a statement when an assessment of the situation was presented earlier this year.

Proposals for revised rules are expected later in 2026.