Commission evaluations assess the performance of existing policies, programmes and legislation to judge how well they have performed or are working. The Commission undertook the evaluation of the Tobacco Products Directive 2014/40/EU and the Tobacco Advertising Directive 2003/33/EC, to assess their effectiveness, efficiency, relevance, coherence and EU added value in protecting public health and the smooth functioning of the internal market. The evaluation was launched in the context of Europe’s Beating Cancer Plan (EBCP). The plan calls for the creation of a “Tobacco-Free Generation”, where less than 5% of the population uses tobacco by 2040.

The evaluation found that the EU rules on tobacco control have contributed to a significant decline in smoking and tobacco-related deaths across the EU, as well as supporting the internal market. At the same time, the evaluation highlights growing challenges linked to the rapid emergence of novel tobacco and nicotine products, particularly among young people.