The EU has positioned itself as a key actor in the regulation of lifestyle risks,1
in
particular in the fight against tobacco consumption. This figures prominently in the
EU health program 2014-2020 which seeks ‘to promote health, prevent diseases,
and foster supportive environments for healthy lifestyles […] by addressing in
particular the key lifestyle related risk factors with a focus on the Union added
value’,2 among which ‘tobacco use and passive smoking’.3 Familiar aspects of antitobacco policies are regulated at the EU level, from the well-known ‘Smoking kills’
label to the prohibition of tobacco advertising on radio and television, via two main
instruments: the Tobacco Products Directive,4 which regulates the manufacture,
presentation and sale of tobacco, and the Tobacco Advertising Directive5, which
relates to the advertising and sponsorship of tobacco products
