Madam President,
Excellencies, Director-General,
It is an honor to speak about one of the most vital public health missions of our time: the journey towards a tobacco-free future.
This year, we celebrate 20 years of the WHO Framework Convention on Tobacco Control.
Thanks to the tireless tobacco control efforts by countries around the world, thanks to this treaty and thanks to WHO — millions are stopping or not taking up tobacco use.
Congratulations on the progress made!
Yet, tobacco use still remains one of the leading causes of preventable death and disease. Each year, tobacco kills more than seven million people, including an estimated 1.6 million non-smokers who are exposed to second-hand smoke.
To put that into perspective: every year, the population of New York would be eradicated.
Every year again.
The impact of tobacco stretches far beyond individual health. Not only does tobacco use place a heavy burden on our healthcare systems – and this requires extensive resources to treat diseases caused by smoking—but it also leads to substantial losses in productivity and imposes a significant toll on the environment, including through plastics pollution, due to the tobacco industry.
Madame Chair,
Belgium has set clear and ambitious goals for a Smoke-Free Generation. We aim to reduce daily use of tobacco and nicotine products to 10% by 2028, and to 6% among our youth.
By 2040, daily use should be reduced to just 5%, and initiation should be virtually non-existent. Policy is the backbone of change. That is why Belgium has introduced a series of strong legislative measures, such as:
- A display ban for tobacco products in shops,
- A ban on nicotine pouches,
- The introduction of plain packaging for all tobacco products, and
- A smoking ban in outdoor areas where children often gather, such as playgrounds, schools, sport facilities, attraction parks and zoos;
Let’s be clear. Such efforts work.
The figures show that tobacco use continues to decline—especially daily smoking. In the past two years, 17.6% of the Belgian population was smoking, and 12.8% smoked daily. Among the youngest age group—15 to 24 years—daily smoking dropped from 11% in 2018 to 7.7% in 2023.
Additionally, about 40% of daily smokers want to quit. These figures give hope. However, this is not a victory lap. These figures show that we have work to do. They show us that many people who started smoking now regret it. They also show that primary prevention and awareness-raising work should always be our first priority. Our responsibility is to prevent the next generation from starting – and to give today’s smokers real, effective help to stop.
We must not forget: almost one in three daily smokers started before the age of 16. This underlines how important it is to protect and support young people during this crucial phase of their lives. Yet, policies should not only protect young people from tobacco, but also from all kinds of nicotine products. Our efforts on reducing tobacco use are being undermined by the steep rise in e-cigarette use. We already discussed this extensively over lunchtime.
WHO reports that, on average, nine times more young people are using e-cigarettes than adults. Our national data confirm this trend: 17% of young people are currently using e-cigarettes, compared to 6% of the general population. Most strikingly, in Belgium, daily use of e-cigarettes by young people between age 15 and 24 has increased tenfold since 2018. Today, in Belgium, e-cigarettes are more popular than classic tobacco products.
The situation is very easy to understand: we fight tobacco on the one hand, while on the other hand novel nicotine products are flooding our markets. This must stop.
It is the result of the vicious strategy of the tobacco industry. Their so-called “harm reduction” story is not about improving public health. It is about profits. Nicotine products like e-cigarettes are their new cash cow, compensating for the loss in profits due to declining smoking rates. They are not selling an alternative—they are still selling addiction, disease, and death. The tobacco industry does not shy away from aggressive marketing and influencing methods.
That is why it is so important to focus on article 5.2 of the FCTC on nicotine addiction. That is also why we must join forces, keep the industry away from policy-making, and show the courage to put an end to profit-seeking at the expense of our population’s health. The recent report on industry interference shows that there is not a single country in the world that is free from such influence.
To realize a smoke-free generation, Belgium has implemented several additional measures – specifically to address the use of novel nicotine products in a comprehensive way. This to make sure that the battles won against tobacco are not replaced by losses against vaping:
First, we have introduced mystery shopping to enforce the ban on selling tobacco and nicotine products to minors.
Second, to further protect our young citizens, Belgium has introduced a ban on disposable vapes since January 1st of this year. This is a first in the EU and more countries are following suit.
Third, we are also preparing a restriction on flavours in e-cigarettes, as several countries have already done, to make these products less attractive to young people.
Fourth, we continue to reduce the number of points of sale, and all remaining points of sale must adopt a display ban for these products.
Fifth, we are currently preparing an even broader scope of smoke-free places. We will introduce smoke-free terraces as well as a ban on designated smoking rooms in bars.
And last but not least, as raising taxes is one of WHO’s “best buys” to reduce consumption, Belgium has introduced excise duties on e-liquids since 2024.
I was honored to receive the WHO’s World No Tobacco Day Award in May 2025 because of these initiatives. Together, we are making progress. By working together, implementing robust policies, and keeping the interests of public health at the forefront, we can continue to drive down tobacco and nicotine use and protect the health of present and future generations.
I am optimistic, but we must remain vigilant, ambitious, and united.
Because the journey toward a tobacco-free future is not over.
Thank you