World Vapers Alliance - Tobacco Reporter

WCTC Gets Protestors Wanting Input

On the opening day of the World Conference on Tobacco Control (WCTC) in Dublin, the World Vapers’ Alliance staged a silent protest outside the venue, visually highlighting the exclusion of consumers from global tobacco and nicotine policy debates. Demonstrators with their mouths taped symbolized the ongoing marginalization of those most affected by regulatory decisions.

The protest is part of the “Voices Unheard—Consumers Matter!” campaign, launched as delegates gathered inside to discuss the future of tobacco control without meaningful input from the consumers who are most impacted by these policies.

Michael Landl, Director of the World Vapers’ Alliance, said outdated, ideologically driven policies, often influenced by powerful interests like Michael Bloomberg, threaten to reverse progress in reducing smoking rates. “Safer nicotine alternatives have the potential to save millions of lives, but only if they are supported by sensible, evidence-based regulation. We cannot afford to let ideology stand in the way of real progress,” he said.

The campaign comes at a time when the World Health Organization is pushing for sweeping bans on flavored nicotine products, including e-cigarettes and nicotine pouches. Such measures would remove vital tools from adults seeking to quit smoking and could drive many back to combustible tobacco.

June 24, 2025

WVA Raises Alarm About Misperceptions

The World Vapers’ Alliance (WVA) marked World Vape Day with a protest in front of the World Health Organization’s in Geneva today. Participants in the event urged the global health body to listen to consumers and acknowledge the scientific evidence supporting vaping, nicotine pouches and similar products as valid harm reduction tools.

The consumper group says it is concerned about the rampant “misperception epidemic” surrounding tobacco harm reduction. Recent research by Ipsos for the think tank We Are Innovation shows that 74 percent of smokers worldwide wrongly believe that vaping is as harmful or more harmful than smoking. This misconception, fueled by misinformation, is preventing millions from switching to a scientifically proven less harmful alternative, according to the WVA.

“The WHO [World Health Organization] has turned World No Tobacco Day into a propaganda day,” said WVA Director Michael Landl in a statement. “Sweden is about to become smoke-free thanks to alternative nicotine products.

“The WHO needs to stop fighting alternative nicotine products and start backing them as keys to a smoke-free future. The WHO’s false claims are fueling a deadly misperception epidemic. Smokers deserve the truth: Vaping is significantly less harmful than smoking. Accurate knowledge could save millions of lives.”

May 30, 2024

EU Urged to Adopt Science-Based Strategy

Consumer representatives are urging European policymakers to adopt science-based tobacco harm reduction strategies as EU health ministers gather in Brussels for a two-day meeting to discuss Europe’s Beating Cancer Plan, among other topics.

The Beating Cancer Plan presents several legislative initiatives to address cancer risk factors, including measures to reduce tobacco and alcohol consumption and improve healthy diets.

“This meeting should mark the beginning of driving the EU towards a smoke-free future,” said Michael Landl, director of the World Vapers Alliance, in a statement. “Health ministers should take inspiration from Sweden, poised to become the first smoke-free country in the world, thanks largely to the adoption of safer and less harmful alternatives. It remains vital that the EU follow their example and enforce sensible regulation.”

However, according to Landl, the EU Commission has thus far been “deaf” to the science of tobacco policies. “It is crystal clear that safer nicotine alternatives such as vaping or pouches are significantly less harmful than smoking and effectively aid in smoking cessation,” he said.

“EU health ministers have a critical opportunity this week to advocate for sensible regulations that could prevent 700,000 unnecessary deaths annually due to smoking. The Beating Cancer Plan acknowledges that vaping can help smokers quit. Politicians must act accordingly. ”

April 24, 2024

Activists Lament EU Stance on THR

The European Commission’s approach to tobacco harm reduction is out of touch with EU citizens’ views, according to the World Vapers’ Alliance (WVA)

A recent public consultation on the EU Tobacco Products Directive (TPD), analyzed by Snusforumet, reveals a substantial consensus among citizens, NGOs and scientific institutions on the effectiveness of harm-reduction products in assisting smokers to quit.

A striking 77 percent of respondents recognize these products as helpful smoking cessation tools, while a mere 9 percent of EU citizens disagree. Furthermore, an overwhelming 82 percent of respondents refute the notion that new nicotine alternatives pose a risk to public health, with only 6 percent perceiving them as a threat.

“The EU Commission’s current stance on harm reduction is not just out of touch; it’s a blatant disregard for consumer opinions and scientific evidence,” said WVA Director Michael Landl in a statement. “It’s high time the Commission responds to the reality that harm-reduction products are not the enemy but a vital ally in the fight against smoking.”

According to the WVA, countries like Sweden serve as living proof of the success of a consumer-friendly harm reduction approach, significantly outpacing the EU in reducing smoking rates. The EU Commission’s reluctance to embrace this approach is not only perplexing but also detrimental to public health efforts, the organization says.

“Sweden’s success story is a testament to what can be achieved with a sensible harm reduction policy,” said Landl. “It’s baffling and frankly irresponsible for the EU Commission to continue its hostile approach towards these life-saving products. The Commission needs to align its policies with the clear evidence and public opinion, rather than clinging to outdated and ineffective methods.”

January 15, 2024

WHO Announcement Provokes Backlash

Tobacco harm reduction advocates have vehemently criticized the World Health Organization’s call to crack down on e-cigarettes.

On Dec. 14, the global health body issued a statement urging action to prevent the uptake of e-cigarettes and counter nicotine addiction. On the same day, it released a technical note with detailed information on the evidence and factors underpinning its guidance.

“E-cigarettes as consumer products are not shown to be effective for quitting tobacco use at the population level,” the WHO wrote. “Instead, alarming evidence has emerged on adverse population health effects.”

In its announcement, the WHO described e-cigarettes with nicotine as highly addictive and harmful to health. “Whilst long-term health effects are not fully understood, it has been established that they generate toxic substances, some of which are known to cause cancer and some that increase the risk of heart and lung disorders,” the organization wrote.

“Use of e-cigarettes can also affect brain development and lead to learning disorders for young people. Fetal exposure to e-cigarettes can adversely affect the development of the fetus in pregnant women. Exposure to emissions from e-cigarettes also poses risks to bystanders.”

To address the impact of e-cigarettes, the WHO encouraged national governments to ban vape flavors, limit the concentration of nicotine, and tax e-cigarettes.

Tobacco harm reduction activists were aghast. “The WHO’s latest stance on vaping flavors is not just misguided, it’s dangerously out of touch with scientific reality,” wrote Michael Landl, director of the World Vapers’ Alliance, in a statement.

“By pushing for a blanket ban, the WHO blatantly disregards a wealth of scientific evidence that underscores the benefits of vaping when compared to alternatives. Flavored e-cigarettes have been proven to increase the chances of successful smoking cessation by 230 percent compared to non-flavored alternatives. It’s appalling to see such a pivotal public health tool being dismissed by an organization that should be at the forefront of harm reduction.”

The WHO’s attack on vaping is both inaccurate and misleading and will further discourage smokers from making the life-changing decision to quit.

John Dunne, director general, UKVIA

The U.K. Vaping Industry Association said the WHO announcement was based on discredited research and predicted that the measures would be “disastrous” for public health.

“The WHO’s attack on vaping is both inaccurate and misleading and will further discourage smokers from making the life-changing decision to quit,” said UKVIA Director General John Dunne in a statement. “Vapes are 95 percent less harmful than cigarettes and are responsible for an accelerated drop in smoking in the U.K. in the past decade.”

“The WHO’s criticism of vaping is based on discredited research and implying that vaping is in some way proven to be cancer-causing is wholly misleading, as is the claim that it harms brain development in young people, a scare story that is simply not true.

“Banning flavored vapes would lead to more smokers and more smoking deaths. Indeed, 80 percent of vapers consider the availability of flavors to be a significant part of their quitting journey, according to One Poll in March 2023. 24 percent of respondents said that banning flavors would likely lead them to revert to smoking, potentially affecting over 1.1 million individuals in the UK.

“Restricting adult access to vapes has had disastrous consequences around the world, such as in Australia, where it has resulted in a massive unregulated black market and a boost to smoking rates.”

Earlier this month, tobacco harm reduction specialists raised concern about the FCTC’s direction of travel in a special report published by Forniche.

December 15, 2023

Finland: Smoke-Free Tax Plans Draw Fire

The Finnish government’s recent proposal to increase taxes on nicotine pouches and vape liquids has drawn criticism from the World Vapers’ Alliance (WVA). The current plan would increase the price of one nicotine pouch box by approximately €2.50 ($2.74).

This move, which aims to bring smokeless nicotine products under tobacco taxation, is a significant step backwards in harm reduction efforts, according to the consumer group.

“Finland’s plan to increase taxes on less harmful nicotine alternatives is deeply concerning. Not only does this reduce the price differential between deadly cigarettes and safer alternatives, but it also directly undermines public health goals. By making products like nicotine pouches and vape liquids more expensive, we risk discouraging smokers from switching to these less harmful alternatives,” said WVA Director Michael Landl in a statement.

The proposal, which seeks to amend the law on tobacco taxation, will encompass smoke-free nicotine products, including nicotine pouches and vape liquids. The WVA warns that such tax increases will disproportionately impact low-income groups, who statistically exhibit higher smoking rates.

“Imposing higher taxes on harm reduction products hits the most vulnerable groups the hardest. These are the same groups with the highest smoking rates. Instead of providing them with affordable alternatives to quit smoking, the government is pushing them back to the more harmful habit. This move by the Finnish government is a step in the wrong direction that ignores public health benefits and deepens social inequalities,” said Landl.

The WVA suggested that the Finnish lawmakers don’t need to look far for successful examples of harm reduction. Sweden is on track to become the first smoke-free country because of its progressive harm reduction policies. Earlier this year, Sweden announced a program of lowering tax on snus and nicotine pouches while significantly raising cigarette tax.

November 20, 2023

Vapers Cheer EU Recognition of E-cigs as Possible Quit Aid

The EU’s Subcommittee on Public Health (SANT) has endorsed the potential role of vaping in supporting smoking cessation, according to the World Vapers’ Alliance (WVA).

Parliament’s report on non-communicable diseases acknowledges that vaping is a way for smokers to gradually quit.

“Parliament’s recognition that vaping can help smokers quit is a step in the right direction,” said WVA Director Michael Landl. “With the well-documented success of vaping as a smoking cessation aid, it’s crucial for the EU to fully embrace this tool within its strategy to reduce smoking-related illnesses. Vaping not only offers a way out for smokers but is instrumental in achieving public health goals.”

Despite this recognition, the WVA views the report’s proposal to extend smoking bans to vaping as problematic.

“Treating vaping the same as smoking in public spaces sends the wrong message to smokers who want to quit,” said Landl. “There is no evidence of harm from secondhand vaping. The Subcommittee must reconsider the broader impact, including the risk of former smokers relapsing. A more thoughtful regulatory approach based on common sense is imperative to ensure that vaping remains a viable option for those committed to quitting cigarettes.”

The WVA believes that for the EU to significantly lower smoking rates and effectively tackle NCDs, supportive measures for harm reduction strategies like vaping must be integrated into public health policies.

November 8, 2023

Activists Slam Report

The World Health Organization’s recently published report on the global tobacco “pandemic” discounts the impact of harm reduction and vaping, according to Michael Landl, director of the World Vapers’ Alliance

“While filled with biased anti-vaping scaremongering and unfounded claims, the report’s overall direction is perplexing. Instead of prioritizing the crucial goal of reducing smoking rates, the WHO is directing its focus on vaping, which happens to be the most potent smoking cessation tool available.”

In the report’s foreword, Director-General Tedros Adhanom Ghebreyesus asserts that vaping would undermine anti-smoking efforts, claiming that e-cigarettes are harmful to both the people using them and those around them.

“Regrettably, the WHO appears to ignore reality and scientific evidence,” said Landl in a statement. “Countries that adopt an open and consumer-friendly approach to harm reduction products achieve significantly better results than those following WHO’s misguided path. Comparative data from Sweden and the United Kingdom demonstrate their remarkable success in reducing smoking rates, surpassing countries with a negative harm reduction approach by a wide margin.”

The WHO report also claims a gateway effect from vaping to smoking and alleges that vaping flavors target children. It further highlights that 121 countries have adopted vaping regulations, with 34 completely banning vape sales.

“The outdated and debunked theories propagated by the WHO report pose risks to public health,” said Landl. “The notion of a gateway effect from vaping to smoking lacks evidence. Furthermore, flavors are essential for adults as they play a crucial role in helping millions of smokers transition to vaping. Additionally, celebrating countries which ban a way less harmful alternative for smokers is absurd.”

According to a review of 15 studies, “a true gateway effect in youths has not yet been demonstrated,” according to Landl. Factors such as anxiety, parental smoking habits, peer attitudes and household income must be considered, he noted. Another study found that vaping is not a gateway to smoking but rather that negative circumstances in teenagers’ lives lead to risky behaviors. According to the Yale School of Public Health, vaping flavored e-cigarettes is linked to a 230 percent increase in adult smoking cessation, and a flavor ban, as suggested by the WHO, could drive five out of 10 vapers back to smoking or the black market.

“The lack of empathy for smokers and vapers, coupled with the outright denial of scientific findings, will have severe consequences for many lives,” said Landl. “The WHO seems to have lost sight of its ultimate goal – reducing smoking rates. While we all agree that teenagers should not smoke or vape, the report notes that only 45 percent of countries ban e-cigarette sales to minors, and 10 percent of countries impose no age restrictions on cigarette purchases. Why not address these real-life challenges? The WHO systematically disregards an abundance of scientific evidence supporting the benefits of vaping, not to mention the experiences of millions of vapers. Vaping is 95 percent less harmful than smoking and a more effective method to quit smoking compared to traditional products like gum and patches. Restricting or banning access to vaping will only lead to unnecessary loss of lives.”

August 1, 2023

Campaign for Harm Reduction in Strasbourg

As a kickoff for the #BackVapingBeatSmoking campaign, representatives of the World Vapers Alliance (WVA) presented Members of the European Parliament in Strasbourg with a “Vaping Products Directive” to show how e-cigarettes need to be treated to fulfill their potential as tobacco harm reduction tools.

The campaign launches as European legislators review the Tobacco Products Directive. Responding to the EU Commission’s public call for evidence, the WVA has spoken out against flavor bans and excessive regulation.

“By backing vaping, we can beat smoking and save 19 million lives with sensible regulation,” said Michael Landl, director of the WVA. “The EU call for evidence has seen a record number of 24,000 responses, showing that consumers want to embrace tobacco harm reduction, and it happens that vaping has been proven one of the most successful so far.

“The EU needs to put an end to current discussions about flavor bans, and vaping must be kept affordable and accessible. It is time for the EU to fully endorse tobacco harm reduction and to make vaping a centerpiece of it.”

The #BackVapingBeatSmoking campaign launched in Strasbourg, France, with a “Don’t Let 19 Million Lives Fall” protest art installation and will spread to 10 cities in six countries during October 2022 through November 2022.

“We will host community events and protests in France, Poland, Czech Republic, Italy, Portugal and Belgium to draw attention to one of the most crucial pieces of legislation for the future of vaping. It is time for politicians to listen to consumers and science,” said Landl in a statement.

The WVA has also launched a petition against harmful vaping regulation, such as flavor bans or high taxation on vaping products. The signatures will be delivered to Members of the European Parliament at the end of the tour in November.

October 8, 2022

Vapers Petition Lawmakers to Stop Swedish Flavor Ban

The global vaping advocacy group World Vapers Alliance (WVA) on May 24 delivered an open letter to the Swedish parliament urging policymakers to stop a pending ban on flavors

A day later, the WVA marched in front of the Parliament with the slogan “Flavours help smokers quit” and urged lawmakers to vote against the ban.

Earlier this year, the Swedish government introduced a bill that would prohibit all non-tobacco vape flavors in nicotine and non-nicotine products. If approved, the bill is set to enter into force on Jan. 1, 2023.

“I benefited firsthand from vaping and managed to stay smokefree for the last few years,” said Michael Landl, director of the WVA, in a statement. “Like most other smokers, I tried to find a way out of cigarettes—but nothing worked for me—the patches, the gums, the inhalers. Vaping—and especially combined with flavors—was my savior. And like me there are millions around the world who are healthier and lead a better life because of vaping.”

According to Landl, the ban on vape flavors will have disastrous consequences on public health:

“According to Yale School of Public Health, vaping flavored e-cigarettes are associated with a 230 percent increase in the odds of adult smoking cessation,” he said. “If vape flavors were banned, more than 150.000 swedes could be pushed back to smoking, which goes against any public health authority.”

May 27, 2022

Tag: World Vapers Alliance