11 August 2026
Today, the European Alliance for Cardiovascular Health (EACH) submitted its position on the revision of the EU Tobacco Products Directive and Tobacco Advertising Directive.
Cardiovascular diseases remain the leading cause of death in Europe, and a significant proportion of this burden is preventable. As the EU updates its tobacco control framework, it is essential that legislation keeps pace with evolving tobacco and nicotine products and the growing challenges posed by digital marketing and youth uptake.
In our submission, EACH calls for:
✅ Comprehensive regulation of all tobacco and non-medical nicotine products
✅ Stronger protection of children and young people from nicotine addiction
✅ The closure of advertising, promotion and sponsorship loopholes, including online and social media marketing
✅ A future-proof framework that places public health above commercial interests and supports Member States to take stronger action where needed.
Preventing tobacco and nicotine addiction is one of the most effective ways to reduce cardiovascular disease and support healthier, longer lives across Europe.