The 11th Nicotine Conference, held at the Barmelweid Clinic in Switzerland under the motto BREATHE AND CHANGE - BREATHE FOR CHANGE, brought together experts from clinical practice, public health, and policy to address the evolving nicotine landscape. The discussions highlighted the growing complexity of nicotine products, the need for stronger prevention approaches, and the importance of cross-sector collaboration to protect population health.

 

He highlighted the shift from a single-product landscape to a diverse and fast-evolving market of nicotine products, designed to be attractive, customizable, and difficult to regulate. He also pointed to the massive scale of digital exposure, with billions of online impressions, a significant share of which directly reach younger audiences, reinforcing early and often unconscious engagement with nicotine. 

 

In this context, protecting the next generation must remain a central priority, requiring coordinated action across policy, health systems, and communication efforts.

Finally, he called for stronger narrative control in public health, reminding participants of the tight link between policy and culture and of their mutual influence, and urging stakeholders to shape how nicotine is perceived and addressed actively.

We are pleased to invite you to a in person, high-level multi-stakeholder policy dialogue organised by the 4P-CAN Consortium and hosted by Vice-President Victor Negrescu, exploring how to bridge the gap between cancer prevention policy and real-world implementation.

 

4P-CAN is a Horizon Europe project contributing to the EU Mission on Cancer, combining implementation research, social sciences, and citizen engagement to generate practice-based evidence for effective and equitable prevention. Central to the project is the Lerești Living Lab in Romania, a real-world platform where prevention is co-designed bottom-up with citizens, health professionals, schools, community organisations, and local authorities.

 

Grounded in Living Lab evidence, the event convenes EU policymakers, regional authorities, researchers, and community voices to discuss equity, governance, and scalable solutions—with a focus on Eastern Europe and underserved communities.

 

The dialogue will be followed by the Art of Networks exhibition, translating community insights into visual form.

 

We look forward to welcoming you to this interactive, solutions-oriented discussion.