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Leaked Europe’s Beating Cancer Plan threatens consumer choice


26 Jan 2021


Health & Consumers

Brussels, Belgium: A leak of the upcoming “Europe’s Beating Cancer Plan” signals the European Commission’s determination to create a “Tobacco-Free Generation” by turning a blind eye to science. In particular, according to the leaked proposal (attached below), the Commission fails to acknowledge vaping as an innovative way to reduce harm associated with smoking and as a method to help smokers quit.

The leaked proposal reveals the push to expand taxation to “novel tobacco products,” including vaping; extend the coverage of the smoking bans indoor and outdoor to e-cigarettes, and a broad flavour ban.

“Europe’s Beating Cancer plan is a momentous opportunity to embrace innovative ways of fighting cancer. The stakes are extremely high, and the European Union simply cannot afford to get it wrong. Vaping was invented to help smokers quit by providing them with a safer alternative. As of today, endorsing vaping is the best-known way to balance out an urgent need to reduce cancer rates and the need to protect consumer choice of current and future generations in the EU,” said Luca Bertoletti, Senior European Affairs Manager at the Consumer Choice Center.

“Vaping has gained popularity among European smokers precisely because it reduces harm. The proposed restrictive approach won’t drive down demand. Rather, it will result in a spike in illicit trade which, in turn, will endanger European consumers and increase the budget losses from uncollected taxation.

“If the European Commission proceeds with this version of the plan, it will not only fail to fight cancer, but will also miss out on a chance to put Europe on the path toward a pro-innovation, pro-consumer choice, and pro-science future. We at the Consumer Choice Center call on the Commission to reconsider its antiquated approach to beating cancer and recognise the life-saving potential of vaping. Let us make the most out of a once-in-generation opportunity to put in place a policy that saves lives,” concluded Bertoletti.

***CCC’s Luca Bertoletti is available to speak with accredited media on consumer regulations and consumer choice issues. Please send media inquiries HERE***


The CCC represents consumers in over 100 countries across the globe. We closely monitor regulatory trends in Ottawa, Washington, Brussels, Geneva, Lima, Brasilia, and other hotspots of regulation and inform and activate consumers to fight for #ConsumerChoice. Learn more at