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European governments are mulling over the implementation of stricter regulations on cigarette makers’ new zero-tobacco heat sticks, aiming to close the loopholes these products were designed to exploit. Just months after their launch, authorities are concerned about the potential health risks and addictive nature of these nicotine-infused substitutes.
Big tobacco companies such as Philip Morris International (PMI) and British American Tobacco (BAT) introduced these zero-tobacco sticks late last year as an alternative to flavoured heated tobacco products, in response to an impending ban by the European Union. However, authorities in several European countries, including Latvia, Lithuania, and Croatia, are now considering stronger regulations to govern these products.
In Latvia, a draft bill proposes classifying zero-tobacco sticks as tobacco substitutes and subjecting them to related controls, with a ban on all flavours except tobacco scheduled for 2025. Similarly, Croatia is planning to regulate these products due to their addictive nature and potential health risks. Meanwhile, Lithuania is internally discussing regulations for these products, although specifics have yet to be determined.
In Germany, authorities are in a dispute with manufacturers regarding whether existing tobacco tax laws cover these new products. While BAT supports evidence-based regulation and appropriate excise taxes for zero-tobacco sticks, PMI emphasizes the importance of regulating and taxing any nicotine-containing cigarette alternative appropriately, while also acknowledging the role flavours play in encouraging smokers to switch.
Despite making a minimal contribution to tobacco companies’ revenues compared to traditional cigarettes, zero-tobacco sticks represent a strategic development heralded as examples of innovation within the industry. These products have gained traction in certain markets, with BAT reporting significant sales in Czechia, Romania, Germany, and Greece.
As European countries grapple with regulations for zero-tobacco sticks, analysts predict that the European Commission will address these issues in its next update of EU tobacco laws. Malcolm Saxton, a senior consultant for regulatory consultancy Broughton, suggests that the Commission may consider controls on flavours, marketing, and other aspects to prevent loopholes.
Tobacco companies face the challenge of demonstrating that their products contribute to harm reduction, amid concerns about their potential health effects. While BAT claims that its product potentially carries lower risks compared to cigarettes, researchers caution that the long-term health implications remain unknown.
As discussions on regulation continue, the fate of zero-tobacco sticks hangs in the balance, with both public health and industry interests at stake.
