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Purpose

To examine the determinants of smoking cessation and tobacco consumption in the European Union (EU) countries. Specifically, the paper seeks to examine the role of smoking risk perceptions and anti‐smoking regulation.

Design/methodology/approach

The paper utilizes multivariate analysis of an EU representative survey.

Findings

From all anti‐smoking policies examined, regulatory and information policies seem to show some influence on the cessation decision. Furthermore, once individuals decide to quit smoking they tend to perceive smoking risks differently.

Research limitations/implications

The main policies influencing smoking cessation in the EU are informational campaigns and regulation policies. However, tobacco price does not seem to influence smoking cessation such as advertising.

Practical implications

Regulation is largely associated with smoking cessation due to the role of social interactions of smoking and thus we might expect risk regulation policies to continue to impose constraints on the capacity of smokers to freely smoke.

Originality/value

The use of a common questionnaire for a sample representative of EU countries. The specific consideration of regulatory variables and risk perceptions.

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