What Estonia Got Wrong About Vaping — and the Lesson the EU Is About to Ignore
June 09, 2026 by nna.ee
What Estonia Got Wrong About Vaping — and the Lesson the EU Is About to Ignore
Estonia introduced its own regulations beyond EU requirements, including a national e-liquid tax, a tobacco-only flavor ban, and an online sales ban. These measures led to a significant rise in legal market excise revenue when menthol was re-permitted, indicating a shift away from the black market. Despite the policy changes, Estonia's smoking rate decline started prior to implementation. The data suggests that a flavor ban did not reduce smoking but may have fueled the black market. This case study cautions against overregulation, emphasizing the importance of evidence-based policymaking. Brussels is reminded to consider Estonia's experience as it revises the Tobacco Products Directive.
21.60% of the adult population are current smokers. There are approximately 246,000 current smokers in Estonia 27.10% of men are current smokers but only 16.70% of women.
SOURCE: GSTHR
