Tobacco is one of the biggest threats to lung health and public health globally. Smoking causes cancer, chronic lung conditions, heart disease and many other illnesses. Most people who smoke begin before the age of 18 and nicotine addiction can develop quickly.

Second-hand smoke also remains a serious health risk, especially for children and families. In addition to the health impacts, tobacco places a major burden on healthcare systems and national economies through healthcare costs, lost productivity and premature deaths.

The environmental impact of tobacco is also significant. Tobacco farming contributes to deforestation, soil degradation and water pollution, while cigarette waste is one of the most common forms of litter worldwide.

Vaping is also becoming increasingly common, particularly among young people. While research into the long-term effects is ongoing, evidence already points to important health concerns and the need for stronger prevention and awareness efforts. Many nicotine products are designed and marketed in ways that increase their appeal to young people through flavours, packaging and digital promotion. Other new nicotine products, such as nicotine pouches, are also increasing in uptake among young people in many European countries and globally.

In 2003, the World Health Organization (WHO) introduced the Framework Convention on Tobacco Control (FCTC), the first international public health treaty focused on reducing tobacco use. Today, more than 180 countries are parties to the Convention.

The FCTC supports action such as:

• smoke-free policies
• tobacco taxation
• health warnings on packaging
• bans on advertising and sponsorship
• public education and awareness campaigns

Despite progress, tobacco use remains high across Europe and further action is needed to protect future generations from both tobacco use and nicotine addiction. 

The rapid growth of e-cigarettes, nicotine pouches and other emerging nicotine products has created new challenges for policymakers. Ensuring that all nicotine products are regulated effectively can help prevent addiction and reduce the risk of young people becoming lifelong nicotine users. 

In 2025, the European Respiratory Society (ERS) published the report Adoption of Tobacco Endgame Policies in the EU, exploring whether EU Member States can introduce a generational sales ban on tobacco products.

A generational sales ban would stop tobacco products from being sold to people born after a certain year, helping to gradually phase out smoking over time. The report found that EU Member States can introduce these measures within existing EU law where they are necessary and aimed at protecting public health.

Countries across Europe and beyond are exploring innovative advanced approaches to protect future generations. The Maldives has adopted a generational sales ban on tobacco products, as well as the United Kingdom has passed the legislation to create a tobacco-free generation and strengthen regulation of vaping products. Across Europe, some countries, including France, Belgium and the Netherlands, are also introducing measures such as flavour bans on e-cigarettes and other nicotine products, restrictions on the marketing of nicotine products and stronger protections for children and young people. 

At the European Union level, the momentum for stronger action is growing, and individuals, healthcare professionals, patient organisations and civil society all have a role to play in shaping the policies that will protect future generations.  

The upcoming revision of the Tobacco Products Directive and Tobacco Advertising Directive provides an important opportunity to strengthen protections for children and young people, close loopholes that allow new products to escape regulation, and overall create future-proof legal framework that can keep pace with an evolving nicotine market.