Greece was officially recognized as a “champion of change” in a reduction in smoke damage by the World Cigarette users’ alliance (WVA) during a public ceremony outside the European Parliament in Brussels. The event honored Greece’s progress in reducing smoking rates through its scientifically documented national strategy, which includes a reduction in damage as a key pillar.

Since 2019, Greece has taken significant measures to provide adult smokers access to less harmful alternatives, including approval of scientifically documented health claims on tobacco products. As a result, smoking rates in Greece decreased by 14% in just three years, from 42% in 2021 to 36% in 2024.

“Greece has made impressive progress by combining traditional smoking measures with the support of less harmful alternatives”said WVA manager Michael Landl. “This is the direction that the EU must take, no more bans and restrictions.”

The ceremony was held in the framework of WVA’s Champions of Change campaign, which highlights countries that have successfully reduced smoking through realistic, documented approaches. Along with the success of Greece, Sweden was honored for the fact that it became the first country in the world without smoking and the Czech Republic for the highest reduction in smoking in the EU between 2021 and 2024.

As the EU prepares to review the Tobacco Directive (TPD) and the Ted Special Tobile Tax Directive (TED), WVA has called on Brussels to follow the example of these national champions and support policies that help – and do not prevent – smokers.

Alberto Gómez Hernández, World Vapers’ alliance policyman, added: “Greece is the proof that progress is achieved when governments treat smokers with respect and offer them real alternatives. The EU must bear in mind that countries that adopt the policy of reducing damage are the ones that really reduce smoking. “