The Smoke Free Partnership presents this position paper to provide evidence-based recommendations for updating the Tobacco Products Directive (TPD) in alignment with the WHO Framework Convention on Tobacco Control (FCTC). The paper emphasizes the need to strengthen the directive to address the rising use of alternative tobacco products, such as e-cigarettes and heated tobacco products, and to counter the tobacco industry's evolving strategies.

These measures are essential to ensuring the EU remains on track to achieve its 2040 tobacco-free generation goals under Europe’s Beating Cancer Plan. While the TPD 2014/40/EU has successfully reduced smoking prevalence, dropping from 26% in 2017 to 23% in 2020, progress has since stalled, with only a 1% decrease between 2020 and 2023. Meanwhile, the increased use of alternative products among young people threatens to undermine public health gains. This position paper provides actionable recommendations to future-proof the TPD and support the EU's vision of a tobacco-free future.