The assessment by the report's authors is clear. Switzerland is described as the preferred location of the international tobacco industry and also ranks second to last in the global ranking of the tobacco industry's influence on public health policy. Despite some recent legislative adjustments, the authors conclude that Switzerland continues to pass laws with 'significant loopholes' and exceptions that directly benefit manufacturers of tobacco and nicotine products.
The top three countries in the ranking are Ireland, the United Kingdom, and the Netherlands. Only Bosnia and Herzegovina is ranked lower than Switzerland.
For AT Switzerland, this result confirms a worrying situation: while many European countries are strengthening their health policy measures, regulatory delays and exceptions in favor of the tobacco and nicotine industry are accumulating in Switzerland.
High prices remain the most effective measure
The European report strongly emphasizes that higher taxes and increased tobacco prices are the most effective measures to reduce consumption - especially among young people.
The countries with the greatest progress in the ranking are also those that have significantly raised tobacco prices. Belgium, for example, increased the price of a pack of Marlboro from around 6.80 euros to 11.50 euros between 2020 and 2024. The Netherlands is also among the countries that have greatly tightened their tax and pricing policy for tobacco products in recent years.
In contrast, Switzerland has not increased the taxation of cigarettes since 2013. While many countries actively use tobacco tax increases as a central instrument of public health, Switzerland remains largely inactive and does not keep pace with the progressive countries in tobacco prevention.
Heated tobacco products: a major shortcoming of Switzerland
The report also criticizes Switzerland's shortcoming in heated tobacco products, which are highly visible in public spaces. The authors remind that the WHO considers these products as tobacco products that should be regulated like conventional cigarettes - particularly in terms of advertising, taxation, health warnings, and protection against passive smoking.
An advertising legislation full of loopholes
The report criticizes the lack of a comprehensive advertising ban on tobacco and nicotine products. While several European countries have banned billboard advertising, point-of- sale advertising, or visible product displays in stores, Swiss legislation still allows large-scale advertising campaigns - particularly for heated tobacco and nicotine products.
The report explicitly mentions large advertising billboards on private properties, such as in shopping centers or underground car parks, calling this situation a 'massive loophole' in Swiss legislation.
In contrast, several European countries show that a long-standing coherent policy delivers concrete results. Ireland, which ranks first in Europe, combines high tobacco prices, strict advertising bans, and consistent regulation of new nicotine products. The Netherlands have made significant progress with a multi-year strategy of price increases, tightened advertising restrictions, and a reduction in sales outlets. Belgium has also risen to the top group after significantly increasing prices and tightening restrictions on advertising and visibility of tobacco products.
A warning that Switzerland can no longer ignore
For AT Switzerland, this ranking represents a clear political warning signal. Credible health policy now requires decisive measures: a comprehensive advertising ban, strict regulation of new nicotine products, a significant increase in tobacco prices, a massive expansion of prevention, and the immediate ratification of the WHO Framework Convention on Tobacco Control.
Reference of the report: Joossens L., Abbink H., Roman E. The Tobacco Control Scale 2025 in Europe. Smoke Free Partnership, Brussels, 2026.
Download the report: The report will be available on the official Tobacco Control Scale website: http://www.tobaccocontrolscale.org
Media Contact (Interviews and further information):
Arbeitsgemeinschaft Tabakprävention Schweiz (AT Schweiz)
Wolfgang Kweitel
Tel. +41 31 599 10 20
wolfgang.kweitel@at-schweiz.ch