What This Means for Consumers, Public Health, and the Fight Against Illicit Trade
A recently leaked document from the European Commission (EC), first reported by Snusjournalen and picked up by The Vaping Post, has stirred alarm across Europe. The confidential paper, originating from the Directorate-General for Taxation and Customs Union (DG TAXUD), proposes a “substantial” EU-wide tax on nicotine pouches (NPs). While still unofficial, the potential impact of such a policy is already being felt.
A Tax at the Wrong Time
Europe is currently navigating an unstable economic climate, marked by inflation, growing living costs, and increased trade friction with major partners like the United States. In this context, introducing a sharp tax on nicotine pouches risks creating more harm than good, particularly for adult consumers who rely on these safer alternatives to quit smoking.
Beyond the economic strain, the timing is questionable from a public health perspective. As The Vaping Post rightly notes, “with the vaping industry currently facing such a critical juncture… a harsh tax set on snus would be currently all the more detrimental to public health.”
Black Market Boom Incoming
Even more concerning is the link between excessive taxation and the rise of illicit trade. A recent Europol report, “The Changing DNA of Serious and Organised Crime,” warns that high taxes on nicotine and tobacco products open the door to criminal networks. These groups profit by smuggling cheaper products from outside the EU, especially from markets like China, and funnel profits through illegal activities, including money laundering.
We’ve seen it before with cigarettes and other tobacco products: when taxes rise too steeply, legal consumers turn to illegal sellers, and the black market flourishes. A heavy tax on nicotine pouches would likely follow the same pattern, undermining both public health goals and law enforcement efforts.
Consumers, Investors, and Law Enforcement Push Back
The leak has already raised concern among a wide range of stakeholders, consumer advocacy groups (like ours), health professionals, investors, and law enforcement alike. All are calling for a smarter, evidence-based approach that encourages harm reduction rather than pushing users back toward smoking or into the hands of criminal suppliers.
At Considerate Pouchers, we believe in protecting both public health and consumer choice. Responsible use of nicotine pouches offers a lifeline for many looking to quit smoking—and it should be supported, not penalized.
We’ll be closely following how this unfolds in Brussels. In the meantime, it’s critical for consumers, experts, and advocates to speak up and push back against measures that may do more harm than good.
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