BACKGROUND-AIM:
The Netherlands has made important progress in the last decade in reducing smoking prevalence. However, to reach the endgame goal of a Smokefree Generation in the Netherlands by 2035, implementation of additional measures is crucial. For this, the Netherlands is not only dependent on the Dutch government to take action, but also on the European Commission in revising the Tobacco Taxation Directive (TTD) and the Tobacco Products Directive (TPD).

METHODS:
Over recent years, the Netherlands has greatly increased excise taxes on tobacco products. As a result, a pack of cigarettes now costs more than 11 euros. The effects of these price increases have been evaluated by the National Institute for Public Health and the Customs Administration of the Netherlands. The Netherlands has also introduced new product regulation, e.g. a ban on flavoured e-cigarettes. The effects of this ban have been evaluated by the National Institute for Public Health. Other product-related measures, e.g. mandating (very) low levels of nicotine in nicotine products and banning cigarette filters, have been considered in the Netherlands. Legal assessments have taken place to establish whether the Netherlands is allowed to implement these measures nationally under the current TPD.

RESULTS:
Recent price increases on tobacco products in the Netherlands have stimulated many people to (attempt to) quit smoking, or smoke less. Unfortunately, bordering countries such as Germany and Luxemburg have not followed suit. Prices of tobacco and nicotine products remain much lower in these and other EU countries, which leads to significant cross-border sales. When it comes to product regulation, the Netherlands has introduced a flavour ban for e-cigarettes in January 2024, to address the problem of increased use of flavoured e-cigarettes by youth. But again, cross-border issues occurred, because flavoured e-cigarettes are still available in other EU countries. Regarding certain forward-looking measures, e.g. mandating low levels of nicotine in nicotine products and banning cigarette filters, it is unclear whether the TPD currently allows such measures to be taken at the national level. After all, Article 24 of the TPD states that Member States may in principle not prohibit or restrict the placing on the market of tobacco or related products which comply with the TPD.

CONCLUSIONS:
A revision of the TTD, increasing minimum excise taxes on nicotine products in the EU, is strongly needed to tackle cross border effects between the Netherlands and other EU countries. A revision of the TPD is urgent as well, to address cross-border purchasing of flavoured e-cigarettes and allow all EU countries to introduce forward-looking product regulations. Tobacco endgame, Strategies and policies to permanently end the tobacco epidemic.