Tobacco endgame in Europe: A turning point for bladder cancer prevention

On April 8, 2025, we took part in a key policy event focused on the future of tobacco control across Europe. Organised by the European Respiratory Society and the European Public Health Alliance, the meeting brought together leading voices from public health, legal policy, and civil society to explore how Europe can move from managing tobacco use to ending it altogether.

For the bladder cancer community, this conversation is critical. Smoking remains one of the leading causes of bladder cancer. Taking strong action on tobacco means taking real steps forward in prevention. 

One of the boldest ideas discussed was the introduction of generational tobacco bans. The UK’s proposed policy to end cigarette sales for anyone born after July 2009 sparked particular interest. This approach aims to create a truly smoke-free generation, ensuring that future generation never have access to tobacco products. It represents a major shift away from traditional tobacco control, towards long-term elimination. 

Legal experts shared analysis showing that such generational bans could be introduced under EU law, provided they are grounded in public health goals and built to withstand industry challenges. The idea is gaining political traction and was positively received by participants from several countries. 

The economic and societal impact of tobacco use was also a major focus. Presentations revealed that in the UK alone, smoking is responsible for an estimated £92 billion in annual losses, including healthcare costs, lost productivity, and premature deaths. These figures highlight the urgency of taking comprehensive action. 

What was especially encouraging was the clear momentum we saw from both policymakers and civil society. Countries including France, Belgium, and Denmark shared their national strategies, many of which align with a wider vision for a tobacco-free Europe. Young people, in particular, are supporting stronger restrictions and calling for bolder public health measures. 

For those of us working to improve outcomes for bladder cancer patients, this message resonated deeply. The connection between tobacco and bladder cancer is well-established, and prevention remains one of our most effective tools. Every step taken to reduce tobacco use is a step toward fewer cancer diagnoses and better long-term health for people across Europe. 

Today’s meeting made it clear: the tobacco endgame is no longer an abstract goal. With coordinated effort, political will, and strong public support, it is achievable. 

We will continue to engage in these vital discussions and advocate for policies that move us closer to a tobacco-free and healthier generation. Reducing tobacco use means reducing the risk of preventable diseases like bladder cancer. The time to act is now. 

We also invite you to explore our Bladder Cancer Risk Factors Factsheet, a valuable resource outlining key prevention measures and risk factors associated with bladder cancer.