Recommendations for updating regulations on advertising, promotion and sponsorship of tobacco and nicotine products in the European Union.

Background: Comprehensive bans on advertising, promotion and sponsorship of tobacco and nicotine products (TAPS) have proven effective in reducing their use. The Joint Action on Tobacco Control 2 (JATC2) aims to identify TAPS gaps in the current European Union (EU) regulations and to provide comprehensive recommendations for updating them.

Methods: An online consultation with European TAPS national experts was conducted in 2023. Seventy-seven experts from 27 European countries were contacted and 38 experts from 21 countries participated in the consultation.

Results: Significant gaps in current TAPS regulations were identified, particularly in entertainment, online media and points of sale. Citizens are not adequately protected from TAPS, the tobacco industry extensively uses loopholes to circumvent regulations. TAPS-related issues currently affect tobacco and particularly non-therapeutic nicotine products, devices, accessories, products imitations and all marketing channels, entertainment, online media and especially, social networks. To address these challenges, regulations should include bans on internet sales and TAPS at points of sale, licensing, decreased retail availability, plain packaging and ban on corporate social responsibility actions, corporate promotion and 'brand stretching'. These measures should be accompanied by effective monitoring and enforcement, dissuasive sanctions, formalized collaboration among countries and international collaboration, civil society involvement, strong public education, and community awareness programs.

Conclusions: There is an urgent need to address the current gaps in the EU TAPS regulations through comprehensive and harmonized TAPS bans across all EU countries. Updated regulations must anticipate emerging industry strategies and new products, ensuring continuous adaptation to counteract them effectively.