The European Commission has issued a proposal for a new Tobacco Directive on 19 December 2012. The main objective of the proposal is to reduce smoking among young people. This is reflected in its bans on flavored cigarettes and packs of less than 20 cigarettes. “Roll your own tobacco” - products are also prohibited, as well as smokeless tobacco products. However, the Swedish snus exemption remains.

According to the proposal, all cigarette packs must contain a pictorial and verbal health warning covering 75 % of the front and back. However, what is noteworthy from a trademark law perspective, is that the proposal does not contain a plain packaging requirement, which has recently been introduced in certain countries, including Australia.