We Are Innovation is an organisation of individuals and institutions who firmly believe in the power of innovation to drive progress and solve the world's most pressing problems. 

With more than 41 partners around the world, the organisation has published a report analysing the various anti-smoking policies implemented around the world.

Using 11 criteria, We Are Innovation has established a ranking of the best and worst performing countries in this area. Overall, this analysis covers around 5.5 million people in 69 countries.

E-cigarettes account for 73% of the overall score.

By providing both overall rankings and specific product assessments, the index offers an essential roadmap for countries to identify areas for improvement and learn from effective policies in place around the world.

Although Switzerland is ranked 6th in the overall assessment, it is unfortunately only 16th when it comes to vaping. The policies adopted by our leaders do not seem to be going in the right direction...


The UK and Sweden stand out for their progressive strategies, particularly with regard to vaping and snus, respectively, highlighting their success in reducing risks. 

Other countries such as the Czech Republic, Slovakia, Greece and Germany also show a preference for vaping and heated tobacco, indicating a balanced approach to reducing the risks of smoking.

This ranking is likely to change in the next edition, as several countries have recently strengthened their anti-vaping policies, notably by introducing additional taxes or banning puffs.


The methodology assesses 11 categories, two of which, Legal and Framework, are considered to be the most important as they form the basis for the rest. The other categories are essential to facilitate the transition from smoking to smokeless nicotine products.


Assesses whether regulations permit or prohibit the commercial sale of non-combustible nicotine products. It also assesses nicotine content limits for vaping products if their sale is authorised. 


Evaluates whether specific regulations exist for non-combustible nicotine products. A regulatory framework is recognised if the authorities have amended or introduced laws to regulate or ban these products, even by redefining existing laws on combustible products.


Evaluates whether the authorities actively promote the use of smokeless nicotine products or recognise their lower risk compared to combustible products, even without actively encouraging their use. 


Evaluates restrictions on the use of flavourings in non-combustible nicotine products.


Evaluate the possibility of marketing combustion-free nicotine products online.


Evaluates the marketing channels for products authorised by the regulations.


Evaluates the regulations concerning the possibility of advertising combustion-free nicotine products and the form in which this can be done.


Assesses the regulations concerning the packaging of smokeless nicotine products. In particular, whether or not it is necessary to provide health warnings and, in extreme cases, generic packaging.


Assessing whether or not products should be displayed in full view of the public in shops.


Assesses the tax burden on non-combustible nicotine products.


Evaluates whether or not the authorities agree with claims that these products are less harmful to health than smoking.


WAI recommends a number of measures based on existing scientific evidence.

Abandon general bans on the display, advertising, packaging and use of non-combustible nicotine products. Instead of general bans, regulations should adopt sensible frameworks based on scientific evidence.

Eliminate unjustified restrictions on flavours. Rather than general bans, regulations should adopt a nuanced, evidence-based approach.

Promote smokeless nicotine products as a public health strategy. Public health leaders should adopt evidence-based tobacco harm reduction strategies. This includes raising awareness and actively encouraging adult smokers to switch to proven safer combustion-free nicotine products.

Adopt a comprehensive approach for young people and adults. Restrictions aimed at young people must be weighed against the health benefits for the population as a whole to avoid overreacting beyond the evidence.


Smoking remains one of the greatest threats to public health in the world. Every year, millions of people die prematurely as a result of smoking, and hundreds of billions are spent treating tobacco-related diseases. To fight this epidemic, it is essential that governments around the world adopt effective anti-smoking policies.

Vaping and other smokeless nicotine products offer a safer alternative to smoking and should be promoted as such by health professionals. 

Thank you for reading. 

The Sweetch team