Greece’s: Progressive Strategy on Communicating Risk-Related Messages to Adult Smokers
At a glance
31.6%
In 2024, an estimated 31.6% of adults in Greece smoked daily[1], reflecting an approximate 10% decline in smoking prevalence since 2020[1],[2]
10%
Greece is one of Europe’s largest Heated Product markets by value, with an adult (18+) usage rate of 10%. The number of Heated Product users has almost doubled since 2020[3]
Traditionally known for having one of the highest smoking prevalence rates in Europe[4], Greece has increasingly adopted Smokeless Products as part of its broader strategy to reduce smoking rates and accelerate Tobacco Harm Reduction (THR).
According to the Institute for Health Metrics and Evaluation, in 2021, tobacco use was the leading risk factor for deaths and disability in the country[5], contributing to 19,900 deaths, which accounted for 27.8% of total deaths[6].
To reduce smoking prevalence and drive THR, the Greek Government implemented a progressive regulatory framework that goes beyond traditional tobacco control measures such as high taxation, public place smoking and advertising bans etc[7]. Notably, it has established a law that enables manufacturers to submit applications, and upon approval, communicate risk-related messages about their products, providing adult smokers with even more information to make the decision about transitioning towards smokeless alternatives[8].
Greece's Journey
2019
Greece launches the National Action Plan Against Smoking, introducing Tobacco Harm Reduction as the fourth pillar of its strategy, alongside prevention, elimination of second-hand smoke exposure, and providing cessation support[9].
2020
The Greek Government enacts Law 4715/2020[8], recognising citizens’ rights to access accurate information about the properties of regulated Smokeless Products. The law allows scientifically substantiated claims to be communicated at points of sale, subject to prior approval.
2022
The Greek Ministry of Health approves a toxicity reduction message for BAT’s Heated Product, glo™ neo classic tobacco.
2023
The Greek Ministry of Health authorises a reduced toxicity claim, in comparison to cigarette smoke, for IQOS HEETS AMBER, a Heated Product marketed by Philip Morris International.
2025
The Greek Ministry of Health approves a reduced toxicity claim, in comparison to combustible cigarettes, for BAT’s Vuse Golden Tobacco Vapour Product.
The National Action Plan Against Smoking
A National Action Plan against Smoking was launched in 2019[9]. This plan strengthened the enforcement of the existing antismoking laws and introduced “the protection of the health of citizens through the correct and objective evaluation of new tobacco products and the regulation of their circulation on the market”, i.e., Tobacco Harm Reduction as the fourth pillar of the national tobacco control action plan, alongside prevention, elimination of second-hand smoke exposure, and providing cessation support[9]. The introduction of the THR approach was based on a Public Health commitment to all citizens, including smokers.
Legislation Supporting Tobacco Harm Reduction
In furtherance of its THR objective, the Greek Government established Law 4715/2020, in July 2020[8]. Through this law, the government recognised citizen’s rights to access accurate information about the properties of regulated Smokeless Products in Greece, by allowing the communication of relevant messages, subject to prior approval. To ensure scientific integrity, such claims are subject to rigorous scientific assessment by an independent scientific committee, overseen by the Greek Ministry of Health[8]. The scientific committee includes representatives from various technical and scientific bodies, such as the General Chemical State Laboratory, the National Organization for Medicines, the Hellenic Thoracic Society and the Hellenic Society of Toxicology.
The introduction of Law 4715/2020 marked a significant milestone, making Greece the first country outside the United States to implement a regulatory framework allowing for the communication of risk-related messages to consumers, when approved by a competent government authority.
Advancing Through Independent Regulatory Validation of Our Science
In 2022, the Greek Ministry of Health authorised the following claim for BAT’s Heated Product glo™ neo classic tobacco: “The concentration of chemical substances with known toxicity that are produced with the use of glo™ neo classic tobacco is less compared to conventional cigarette smoking.”* The claim was approved following a comprehensive review process of the supporting scientific evidence. The Greek Ministry of Health is the first European regulator to approve such a claim, allowing smokers to be notified of this claim at points of sale. In 2023, the Greek Ministry of Health also approved a reduced toxicity claim (in comparison to cigarette smoke) for Heated Product IQOS HEETS AMBER marketed by Philip Morris International.
In 2025, the Greek Ministry of Health authorised the following claim for BAT’s Vuse Golden Tobacco e-cigarette: “The aerosol generated during the use of Vuse Golden Tobacco contains a lower number and lower concentrations of chemical substances with known toxicity compared to the smoke of a conventional cigarette"**. The product claim was approved by an independent Scientific Evaluation Committee and was the first time a scientific claim was granted for a Vapour Product in Greece and across Europe.
A Model for Tobacco Harm Reduction
Greece’s proactive approach to integrating THR into its tobacco control framework serves as a strong example for other nations. Early data indicate a significant decline in smoking rates since 2020, with figures from Eurobarometer showing a drop from 42% in 2020 to 36% in 2023[2],[10]. A further decrease was achieved in 2024, with the percentage of adults who smoke daily estimated to be to 31.6%[1]. The reduction is associated with an almost doubling of the number of users of Heated Products over the same period[3].
Greece’s success story illustrates how the communication of accurate risk-related claims, when approved by a regulatory authority, can enhance the potential of Smokeless Products in contributing to Tobacco Harm Reduction.
Footnotes
* The following disclaimers must be displayed along with the claim: Glo™ neo classic tobacco contains nicotine and other hazardous chemical substances. This tobacco product damages health and is addictive.
** Important information: The aerosol of Vuse Golden Tobacco and the smoke of a conventional cigarette are chemically dissimilar mixtures within the meaning of Regulation (EC) No 1272/2008. The presence of a lower number and lower concentration of chemical substances with known toxicity does not imply a corresponding reduction in health risk. The aerosol of this tobacco product contains nicotine and other hazardous chemical substances, damages your health and is addictive. The best option is the complete cessation of the use of tobacco and nicotine containing products.
References
A full list of references for this page can be found in the section 11. References.
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