GINN Deep Dive: Europe’s Evolving Legal Framework (TPD3, TTD, & Beyond) – From Brussels to the Shop Floor

Sairah is a chartered health psychologist and award-winning stop-smoking clinician with 20 years of experience in smoking cessation and tobacco harm reduction. She is the Managing Director of Salim-Sartoni Associates (SSA).

She supports the vaping industry with scientific, clinical and regulatory expertise and provides evidence-based training for healthcare professionals to reduce misinformation and build confidence in vaping as a stop-smoking tool.

Sairah is also involved in the national Swap to Stop programme, helping vulnerable smokers transition away from tobacco. She is a passionate advocate and public speaker committed to leaving no smoker behind.

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.

Co-Founder Clearing the Air

Peter is the co-founder of Clearing the Air, Europe's leading source of news and opinion on the politics of safer nicotine products.

Previously, Peter ran EU public affairs for JUUL, Bolt, and the Electronic Cigarette Industry Trade Association. He is a 15-year veteran of Brussels public policy and was intimately involved in the implementation of TPD 2 across Europe, as well as the creation of new EU rules for ride sharing and instant delivery platforms.

Senior EU Affairs Manager, BAT

Robert Vacha is Senior EU Affairs Manager at British American Tobacco, based in Brussels. He works on EU regulatory and policy developments shaping the tobacco and nicotine sector, with a strong focus on novel nicotine products.

Robert’s work closely follows the ongoing revision of the EU Tobacco Products Directive (TPD), with a strategic focus on how EU regulatory choices shape the operating environment for companies across the tobacco and nicotine value chain, influencing long‑term investment decisions, innovation pathways, and market structures.

At EVO NXT, Robert brings a policy‑driven perspective on how the TPD and wider EU frameworks are setting the direction for next‑generation nicotine products and the ecosystem that supports them.