BAT launches initiative to encourage participation of consumers and retail partners in EU’s Call for Evidence

BAT has launched an initiative across Europe aimed at engaging adult consumers and retail partners about the European Commission’s Call for Evidence on EU tobacco and nicotine legislation¹. Better regulation depends on practical insight. Involving consumers and retailers helps decision-makers understand how proposals work on the ground, balance intended outcomes with unintended consequences, and ultimately deliver outcomes that reduce harm.

The European Commission has made its intention to restrict and even ban smokeless products clear in its Evaluation Report on the Tobacco Products Directive published in April 2026.

More than 30 million European adults have switched from cigarettes to smokeless alternatives and they deserve to be informed about proposals that could restrict or remove products that have helped them leave smoking behind.

The initiative, called “Share Your Voice”, encourages the active participation of adult consumers in the European Commission’s ongoing review of the Tobacco Product Directive. 

Consumers are being informed about their democratic opportunity and encouraged to share their views on the European Commission’s “Have Your Say” platform during the ongoing consultation phase. The initiative is expected to run across the EU during the full consultation phase. 

The Call for Evidence will give all stakeholders the opportunity to actively participate in the policy-making process on future rules on tobacco and nicotine products in the EU.