In-depth guidance on the EU’s proposed taxation model for pouches and other novel products:
Host: Joel Rubenstein, GINN
Keynote speakers:
GINN Focal Person - Joel Rubenstein brings over 25 years of leadership in the health, wellness, and consumer healthcare sectors, with proven success across CPG, prescription (Rx), and over-the-counter (OTC) categories. He has held US and global marketing roles at Pfizer, Novartis, and GlaxoSmithKline, and served in general management positions at Niconovum AB (Sweden) and Aspeya Healthcare (Denmark), where he was Global Vice President driving smoking cessation brand and category growth in competitive markets. From launching innovative nicotine products to advancing sustainability initiatives and building high-performing commercial teams, Joel delivers results through pragmatic strategy, cross-functional leadership, and a consumer-first approach. A strong advocate for science-driven innovation, he is committed to giving consumers better choices to help them thrive.
GINN Focal Person - Joel Rubenstein brings over 25 years of leadership in the health, wellness, and consumer healthcare sectors, with proven success across CPG, prescription (Rx), and over-the-counter (OTC) categories. He has held US and global marketing roles at Pfizer, Novartis, and GlaxoSmithKline, and served in general management positions at Niconovum AB (Sweden) and Aspeya Healthcare (Denmark), where he was Global Vice President driving smoking cessation brand and category growth in competitive markets. From launching innovative nicotine products to advancing sustainability initiatives and building high-performing commercial teams, Joel delivers results through pragmatic strategy, cross-functional leadership, and a consumer-first approach. A strong advocate for science-driven innovation, he is committed to giving consumers better choices to help them thrive.
Head of Marketing at Chemnovatic
Head of Marketing at Chemnovatic
Co-founder, Independent European Vape Alliance (IEVA) - Ciprian is a serial entrepreneur with over 12 years of experience in the vaping industry, Chairman of the Romanian Vaping Industry Association (AIV), and a founder and board member of the Independent European Vape Alliance (IEVA), the only pan-European vaping organisation. A strong advocate for nicotine-based alternatives as a tool for smoking harm reduction, he has played a key role in IEVA’s governance, communication strategies, and membership growth over the past six years. His work has provided him with extensive interaction with leading industry players worldwide and a deep understanding of the sector within an increasingly complex EU regulatory environment.
Senior Counsel EU Law & Policy - Loyens & Loff
Vlad is an effective, trusted and creative public and regulatory affairs professional with 20+ years of EU policy-making and legal experience, working closely with the European institutions to advance public and private business interests. Vlad has successfully represented the interests of both global large companies (active in the energy, IT/digital, banking/financial and healthcare sectors), medium sized European companies and European business associations. Prior to joining the firm, Vlad created and managed leading EU Law & Policy functions for other top-tier law firms (including two American and a "magic circle").
Senior Counsel EU Law & Policy - Loyens & Loff
Vlad is an effective, trusted and creative public and regulatory affairs professional with 20+ years of EU policy-making and legal experience, working closely with the European institutions to advance public and private business interests. Vlad has successfully represented the interests of both global large companies (active in the energy, IT/digital, banking/financial and healthcare sectors), medium sized European companies and European business associations. Prior to joining the firm, Vlad created and managed leading EU Law & Policy functions for other top-tier law firms (including two American and a "magic circle").
Member GINN
As a former Member of the European Parliament and long-time advocate for evidence-based tobacco harm reduction, Johan has been one of Europe’s strongest voices for risk-proportionate policy and consumer-focused regulation. His leadership in advancing the Swedish Model and his work uniting cross-party support for practical, science-driven solutions, continues to shape the future of nicotine policy in the EU and beyond.
Member GINN
As a former Member of the European Parliament and long-time advocate for evidence-based tobacco harm reduction, Johan has been one of Europe’s strongest voices for risk-proportionate policy and consumer-focused regulation. His leadership in advancing the Swedish Model and his work uniting cross-party support for practical, science-driven solutions, continues to shape the future of nicotine policy in the EU and beyond.