by Rob Lyons
In December 2012, the EU’s executive, the European Commission, announced
its proposals to revise the Tobacco Products Directive (TPD), originally passed
in 2001, to take account of ‘significant scientific, market and international
developments’ that have taken place since. But far from improving Europeans’
health, the proposals as they stand could well lead to many thousands, perhaps
millions, of unnecessary early deaths.
In a press
release announcing the revision, the EU’s commissioner in charge of health and
consumer policy, Tonio Borg, declared: ‘With 70 per cent of smokers starting
before the age of 18, the ambition of today’s proposal is to make tobacco
products and smoking less attractive and thus discourage tobacco initiation
among young people.’ So, for example, the revised directive would provide for
some pretty run-of-the-mill tobacco-control measures like bigger health
warnings, something likely to be ineffective in persuading smokers to quit -
and quite possibly attractive to young people looking for a way to ‘rebel’.
There would
also be bans on the use of ‘characterising flavours’ with tobacco products.
That would mean an end to menthol cigarettes, on the untested presumption that
flavoured products make it easier for young people to get into smoking. In
reality, flavoured cigarettes are not wildly popular. Even accounting for
menthol, by far the most popular of these flavours, they make up just five per
cent of the cigarette market.