Filip Tokić is a graduate sociologist, founder and President of CROHM – the Croatian consumer association dedicated to promoting reduced-risk alternatives to smoking. For more than a decade, he has been actively engaged in consumer advocacy, public health dialogue, and harm reduction initiatives, with a consistent focus on ensuring that smokers are offered access to safer alternatives and accurate, evidence-based information. Since the early days of e-cigarette regulation in Croatia and the European Union, he has closely followed regulatory developments, contributing to consultations and raising awareness about the importance of proportional, science-driven policies.
Under his leadership, CROHM has organized and supported numerous public campaigns aimed at protecting consumer rights and advancing harm reduction as a cornerstone of public health. One of the most prominent initiatives is Biram bez dima (“I Choose Smoke-Free”), a series of workshops and outreach activities designed to inform smokers about less harmful options, empower them with practical knowledge, and encourage healthier lifestyle choices. Filip has also organized several domestic and international conferences on harm reduction, featuring prominent experts and scientists — among them Karl Fagerström, a pioneer in nicotine dependence research — thereby creating platforms where science, policy, and consumer voices meet.
Beyond educational and professional events, Filip has also been active in civic advocacy. In June 2025, he helped organize peaceful demonstrations in Zagreb in response to the government’s decision to raise excise taxes on e-liquids. The protest highlighted consumer concerns about disproportionate fiscal measures that risk driving people back to smoking, and it underscored CROHM’s role as a voice for those who want pragmatic, humane, and health-oriented regulations.
Through his combined expertise in sociology, public communication, and grassroots activism, Filip continues to work towards a future in which harm reduction is recognized as both a public health priority and a basic consumer right.
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