Chapter 4 provides an historical overview of the content and objectives of the EU’s policy on unhealthy lifestyles. It distinguishes two periods. The first spans from the early days of European integration until the entry into force of the Treaty of Maastricht, in 1993. It is a period of negative integration: unhealthy products are regulated mostly through the prism of the TFEU internal market freedoms. One cannot yet speak of an EU ‘policy’ on the matter, in the sense of a deliberate and coordinated action made in response to the health burden associated with unhealthy lifestyles. This changes post-Maastricht, the second period, with the recognition of a formal competence for the EU in health matters. Unhealthy lifestyles are singled out as one of the key priorities of EU health action and a greater role is given to positive integration, with the adoption of various horizontal legislative instruments. Different approaches emerged for the three categories of products: while the declared goal is to bring tobacco consumption to a near end, alcohol consumption is considered to be a natural part of human life, not to be overly discouraged, with food and nutrition positioned somewhere in between.