In Italy, e-cigarettes are legal and regulated. They can be purchased online and in specialised retail shops. Health-related claims about e-cigarettes are allowed as long as they meet regulatory requirements, while all advertising and promotional activities are completely banned. E-cigarette products are also subject to an excise tax which amounts to 10% of the rate applied to traditional cigarettes. Italy has a comprehensive framework in place for how e-cigarettes are made and sold. Under this framework, companies must notify authorities before introducing new products to the market. All packaging must display clear health warnings and use child-resistant, tamper-proof containers. Moreover, sales are limited to people aged 18 and over. The nicotine concentration in e-liquids cannot exceed 20 mg/ml, and tank sizes are restricted to 2 ml or less, in line with EU rules. There are no limits on flavours, but using e-cigarettes is banned in certain public places.
In 2023, an estimated 1.6 million people in Italy were reported to be current e-cigarette users. The adult current e-cigarette vaping prevalence was reported to be 3%, while the adult daily e-cigarette vaping prevalence was estimated to be 1.5%. Public opinion data from a survey in 2017 showed that 46% of Italians thought e-cigarettes were not harmful or less harmful than regular cigarettes, 34% believed they were harmful or more harmful, and 20% said they were not sure.
Prevalence
| Year | Value | Reference/Comment |
|---|---|---|
| 2017 | 2.5% | 2A A |
| 2018 | 2.1% | 2A A |
| 2019 | 1.7% | 2A A |
| 2021 | 1.37% | 2B |
| 2022 | 1.7% | 2C B |
| 2022 | 2.4% | 2D A |
| 2023 | 3% | 2E |
| 2023 | 3% | 2F |
| 2023 | 2.5% | 2D A |
| 2024 | 2.3% | 2D A |
- https://www.iss.it/web/guest/primo-piano/-/asset_publisher/3f4alMwzN1Z7/content/id/7146126
- European Commission. (2021). Special Eurobarometer 506: Attitudes of Europeans towards tobacco and electronic cigarettes (S2240_506_ENG). European Commission. http://data.europa.eu/88u/dataset/S2240_506_ENG
- WHO. WHO report on the global tobacco epidemic, 2023. Available at: https://cdn.who.int/media/docs/default-source/country-profiles/tobacco/gtcr-2023/tobacco-2023-ita.pdf?sfvrsn=690e6af7_3&download=true. Accessed: 7 August 2025.
- https://pmc.ncbi.nlm.nih.gov/articles/PMC12703631/
- European Commission. (2024). Special Eurobarometer 539: Attitudes of Europeans towards tobacco and related products [Dataset]. European Commission. https://europa.eu/eurobarometer/surveys/detail/2995
- Eurobarometer 539 2023 cited in WHO. (2025). WHO global report on trends in prevalence of tobacco use 2000–2024 and projections 2025–2030 (6th edn). World Health Organization. https://www.who.int/publications/i/item/9789240116276
- Cohort: 15+.
- Adults survey: Survey by DOXA/ISS, 2022; National, ages 15+
- European Commission. (2021). Special Eurobarometer 506: Attitudes of Europeans towards tobacco and electronic cigarettes (S2240_506_ENG). European Commission. http://data.europa.eu/88u/dataset/S2240_506_ENG
- https://pmc.ncbi.nlm.nih.gov/articles/PMC12703631/
- Eurobarometer 539 2023 cited in WHO. (2025). WHO global report on trends in prevalence of tobacco use 2000–2024 and projections 2025–2030 (6th edn). World Health Organization. https://www.who.int/publications/i/item/9789240116276
- 1. European Commission. (2024). Special Eurobarometer 539: Attitudes of Europeans towards tobacco and related products [Dataset]. European Commission. https://europa.eu/eurobarometer/surveys/detail/2995 2. Calculation based on population size data of people over 15 years of age (16+). Source of population data: World Population Prospects 2019 [Internet]. United Nations; 2019. (Department of Economic and Social Affairs, editor. Population Division). Report No.: Rev. 1. Available from: https://population.un.org/wpp/Download/Standard/Population/
- European Commission. (2024). Special Eurobarometer 539: Attitudes of Europeans towards tobacco and related products [Dataset]. European Commission. https://europa.eu/eurobarometer/surveys/detail/2995
- Cohort: 15+.
- E-cigarettes with nicotine World Population Prospects 2019 [Internet]. United Nations; 2019. (Department of Economic and Social Affairs, editor. Population Division). Report No.: Rev. 1. Available from: https://population.un.org/wpp/Download/Standard/Population/
- E-cigarettes with nicotine
Product promotion
- Anti Smoking Global Index. Vaping Products. Available at: https://antismoking.global/world-map. Accessed: 22 July 2025.
- Global Tobacco Control. Country Laws Regulating E-Cigarettes. Available at: https://www.globaltobaccocontrol.org/en/policy-scan/e-cigarettes/countries?country=99. Accessed: 24 July 2025.
- Allowed or banned at place of sale or allowed or banned in all media.
Regulation
| Year | Value | Reference/Comment |
|---|---|---|
| 2017 or earlier | Allowed | 1A |
| 2024 | Allowed | 1B |
- Data cross-referenced where possible using the following sources :1. Vapetrotter website. Available at: https://www.vapetrotter.com/laws/ ; 2. Global tobacco control website. Available at:https://www.globaltobaccocontrol.org/node/14052 ; 3. Tobacco Control Laws website. Available at : https://www.tobaccocontrollaws.org/legislation/
- Anti Smoking Global Index. Vaping Products. Available at: https://antismoking.global/world-map. Accessed: 22 July 2025.
- Anti Smoking Global Index. Vaping Products. Available at: https://antismoking.global/world-map. Accessed: 22 July 2025.
- Data cross-referenced where possible using the following sources :1. Vapetrotter website. Available at: https://www.vapetrotter.com/laws/ ; 2. Global tobacco control website. Available at:https://www.globaltobaccocontrol.org/node/14052 ; 3. Tobacco Control Laws website. Available at : https://www.tobaccocontrollaws.org/legislation/
Availability
- Anti Smoking Global Index. Vaping Products. Available at: https://antismoking.global/world-map. Accessed: 22 July 2025.
- 1. Anti Smoking Global Index. Vaping Products. Available at: https://antismoking.global/world-map. Accessed: 22 July 2025. 2. Global Tobacco Control. Country Laws Regulating E-Cigarettes. Available at: https://www.globaltobaccocontrol.org/en/policy-scan/e-cigarettes/countries?country=99. Accessed: 24 July 2025.
- Cross-border distance sale of e-cigarettes is prohibited
Regulations and restrictions
| Year | Value | Reference/Comment |
|---|---|---|
| 2016 | Yes: 18 years | 1A |
| 2022 | Yes: 18 years | 1B |
- https://ec.europa.eu/health/tobacco/products/revision_en
- Global Tobacco Control. Country Laws Regulating E-Cigarettes. Available at: https://www.globaltobaccocontrol.org/en/policy-scan/e-cigarettes/countries?country=99. Accessed: 24 July 2025.
- Global Tobacco Control. Country Laws Regulating E-Cigarettes. Available at: https://www.globaltobaccocontrol.org/en/policy-scan/e-cigarettes/countries?country=99. Accessed: 24 July 2025.
- Anti Smoking Global Index. Vaping Products. Available at: https://antismoking.global/world-map. Accessed: 22 July 2025.
Perception of harm
- Reference: European Commission (2017). Special Eurobarometer 458: Attitudes of Europeans towards tobacco and electronic cigarettes Available at: http://data.europa.eu/euodp/en/data/dataset/S2146_87_1_458_ENG
- Question asked in this survey did not compare harmfulness with cigarettes. The question used was 'Do you think they are harmful to the health of people who use them?' 34% - YES, 46% - NO, 20% DON'T KNOW
Tax
- Anti Smoking Global Index. Vaping Products. Available at: https://antismoking.global/world-map. Accessed: 22 July 2025.
Publications
The European Union (EU) Tobacco Products Directive (TPD) 2016 Changes to the EU TPD
- No Fire, No Smoke: The Global State of Tobacco Harm Reduction
The TPD is a Directive of the EU which means that all EU countries must ‘transpose’ or incorporate the TPD requirements into their national laws. The only flexibility permitted is the ability to enact additional regulations. The current Directive entered into force on 19th May 2014 and became applicable in the EU Member States on 20th May 2016.
In 2014 a revised Tobacco Products Directive known as TPD 2 was issued by the EU to update the 2001 Tobacco Products Directive. TPD2 regulates all tobacco products in the European Union and its scope is wide. It covers product regulation in terms of reporting obligations of ingredients and emissions for all tobacco products. It includes product packaging and labelling including the size and appearance of products, traceability features to be fixed onto packaging as well as health warnings. It covers cross-border advertising of tobacco products; it reinforces the ban on oral tobacco products (snus), but importantly it provides for the placing on the market of e-cigarettes and refill containers, as well as making provision for notification of novel tobacco products. It also provides for herbal cigarettes.
See also p. 96 of the report: No Fire, No Smoke: The Global State of Tobacco Harm Reduction 2018 — Global State of Tobacco Harm Reduction (gsthr.org)
Top Four Reasons for Starting to Use E-Cigarettes
- No Fire, No Smoke: The Global State of Tobacco Harm Reduction
This figure illustrates the most important reasons that motivate smokers to switch to e-cigarettes, across the 28 member states of the European Union in 2017.
The top reason across the EU for using e-cigarettes is to stop using tobacco. The clear majority of people using e-cigarettes did so to stop, or to reduce tobacco use (61%). Following this the next reason was because they thought e-cigarettes were less harmful than cigarettes (31%), or less expensive (25%). Only 6% said they started because they felt using e-cigarettes was cool or attractive.
See also p. 44 of the report: No Fire, No Smoke: The Global State of Tobacco Harm Reduction 2018 — Global State of Tobacco Harm Reduction (gsthr.org)
Ratio of Current Vapers to Current Smokers
- No Fire, No Smoke: The Global State of Tobacco Harm Reduction
This figure provides a simple metric giving the ratio of current e-cigarette users to current smokers amongst the 28 EU member states in 2017. This shows that the UK has the most e-cigarette users per smoker at 0.29. In other words, there are 29 e-cigarette users for every hundred smokers in the UK. In many other EU countries, the ratio is above 0.10.
These data were gathered by the European Union for the Eurobarometer 458 survey, which aimed to conduct an extensive survey of e-cigarette use across the EU as part of a wider review of smoking habits. Across the 28 EU member states this survey found that:
» Around 15 percent of those aged 15 or over had tried an e-cigarette at least once – compared to 12 percent in 2014;
» Two percent of the total EU population are current users of e-cigarettes and this has remained stable since 2014;
» Almost one in twenty current smokers now currently use e-cigarettes or similar devices (four percent), and four percent of ex-smokers;
» Current use of e-cigarettes among people who have never smoked is rare. At most, one percent of e-cigarette users in any EU country are people who have never smoked.
See also p. 42 of the report: No Fire, No Smoke: The Global State of Tobacco Harm Reduction 2018 — Global State of Tobacco Harm Reduction (gsthr.org)