In an anonymous corner of some health ministry, inside an office where clocks seem to move faster than ideas, silent rules are forged—rules that will decide who smokes, who vapes, and who gets trapped between the two worlds. There’s no smoke drifting through these halls, only the echo of interests far removed from actual consumers, shaky statistics, and heavy-handed political wagers.
As scientists accumulate evidence about lower-risk alternatives, lawmakers, bound by historical inertia and economic and social pressures, draft uncertain maps of bans, regulations, and more bans.
From the chilly streets of Helsinki to the crowded corridors of Hong Kong, an invisible battle unfolds. Less visible than trade wars or climate treaties, but just as decisive for the future of public health: Is it about protecting public health, disciplining bodies, or preserving the power to decide who deserves to be saved?
Finland and Spain: Regulations on the Edge of a Ban
In Finland, the Committee on Social Affairs and Health approved a bill that bans all flavors in nicotine pouches except menthol and mint, sets a nicotine limit of 16.6 mg/g, restricts online sales and sales to minors, and strengthens both the licensing system for retailers and the mandatory inclusion of health warnings on packaging.
In Spain, a draft Royal Decree upholds the flavor ban on these pouches. It imposes a maximum nicotine limit of 0.99 mg per unit—a threshold that would amount to a "death by decree," given that no product currently on the market meets such a standard, thus effectively enacting a sector-wide ban.
This proposal, submitted to the TRIS system, is under a standstill period until July 28, 2025. In response, the Swedish Government filed a formal objection with the European Commission, arguing that these restrictions would exclude "all relevant products" and criticizing the lack of consideration for less drastic regulatory alternatives, while also highlighting Sweden’s success in reducing combustible tobacco use by offering lower-risk products.
Belgium and Slovenia: The Flavor of Hardline Discipline
In Belgium, Health Minister Frank Vandenbroucke is considering restricting vaping flavors, exploring the possibility of authorizing only tobacco flavor—or, at most, menthol as a minimal concession—to avoid the “flavor trap” that attracts young people to vaping.
Meanwhile, in Slovenia, new regulations took effect on April 24, establishing a positive list of just 16 permitted ingredients in vaping liquids, effectively banning all non-tobacco flavors. Both initiatives highlight a persistent dilemma: how to balance the appeal of flavors—which help traditional smokers transition to vaping—against the fear of building a “bridge” to a new generation of users.
Estonia: The Seal of Health Orthodoxy on Heated Tobacco Products
On April 23, Estonia’s Riigikogu approved an amendment to the Tobacco Act that transposes the EU directive banning flavors in heated tobacco products. The new law prohibits all flavors and imposes strict requirements for both product labeling and prior notification, with the measures set to take effect on January 31, 2026. According to a report by Postimees, the vote ended with 68 in favor, 7 against, and one abstention. The law includes fines of up to €32,000 for noncompliance.
United Kingdom: The Generation That Won’t Light Its First Cigarette (At Least, Legally)
On April 23, the United Kingdom’s House of Lords gave second reading approval to the Tobacco and Vapes Bill, which will prohibit the sale of tobacco, including heated tobacco products, to anyone born on or after January 1, 2009.
The bill also grants the government broad powers to regulate the content, design, packaging, and marketing of nicotine products, marking a decisive step toward the political goal of a “smoke-free generation” by 2030.
The initiative now moves to the committee stage, where amendments focusing on the impact on youth and the potential introduction of a pre-market registration system for manufacturers will be debated.
Hong Kong: Public Spaces Without Vapor—or Mercy
On April 25, the Hong Kong government published the Tobacco Control Legislation (Amendment) Bill 2025, which, if approved by the Legislative Council on April 30, will ban the possession and use of vapes and heated tobacco products (HTPs) in public spaces starting April 30, 2026.
The proposal includes fines of up to HK$3,000 for violations and toughens penalties for smoking in restricted areas. It also introduces mandatory labeling and official seals on every pack of taxed cigarettes, strengthening traceability and enforcement mechanisms.
April 2025 became the silent battleground for two visions of the future: one where nicotine is an unqualified enemy to be eradicated, and another where science—with all its discomforts and complexities—suggests less absolute paths—perhaps slower, but undeniably more human.
The stubborn resistance to change and the urgent need to rethink tobacco control strategies in light of the latest evidence transcend both geographical and ideological borders. In the end, what’s truly at stake isn’t just a public health policy: it’s the ability of our systems to listen to those who don’t make the headlines, to admit that public health cannot survive on dogma, nor endure the cost of its own silence.