EU pushes tobacco‑free generation as Brazil debates nicotine pouches

The European Union has set a target to achieve a tobacco‑free generation by 2040. Its strategy relies on three pillars: banning smoking in outdoor public spaces, regulating new products such as heated tobacco and nicotine pouches, and encouraging higher taxes. A recent Hungarian study showed that strict indoor smoking bans and high taxes cut tobacco‑related cancers by half, illustrating the potential health benefits of the EU plan.

At the same time, nicotine pouches—non‑combustible products sold between the gum and teeth—are expanding worldwide. The U.S. Food and Drug Administration approved 20 ZYN pouches from Philip Morris, stating they may reduce exposure to many toxic substances compared with cigarettes, though it warned they are not risk‑free and should not be used by non‑smokers. Brazil’s health regulator ANVISA, however, continues to prohibit the sale of nicotine pouches and has launched a regulatory review, sparking a national debate over their health risks, potential for youth uptake, and role as a reduced‑harm alternative for adult smokers.