Don’t Let History Repeat: Greece Warned Against Flavour Ban Mistake

As Greece considers a vape flavour ban, tobacco harm reduction (THR) experts reiterate that misguided policies could undo years of public health progress and fuel black markets.

A growing movement of consumer groups and vaping advocates across Europe is urging Greece to reconsider its proposed ban on flavoured e-cigarettes. The measure, which would restrict flavours to only tobacco and menthol, is sparking fears it could reverse hard-won progress in reducing smoking rates.

THR experts argue that flavours are vital tools for helping smokers switch to safer alternatives and warn the ban could push users back to cigarettes or into unregulated black markets. Citing the unintended consequences seen in places like Denmark, where similar restrictions backfired, advocates are calling for smarter, science-based regulations that protect public health without sacrificing harm reduction.

The Greek Vapers’ Alliance and the World Vapers’ Alliance (WVA), argue that such a ban risks driving former smokers back to cigarettes or into the unregulated black market. In fact, studies have shown that adult vapers prefer flavoured products. Hence, said WVA Director Michael Landl, making flavours unavailable ignores science and will do more harm than good.

Echoing Landl’s concern, Nikolas Christofidis, from the Greek Vapers’ Alliance, said that ultimately this ban doesn’t address the root causes of youth vaping, but punishes adult ex-smokers who rely on flavours to stay off cigarettes. In fact, backing this comment, data have shown that since embracing harm reduction in 2019, Greece has seen a steady drop in smoking—a trend that bucks the pattern seen in much of the EU.

THR experts now fear that this progress is under treat and are calling on health officials to work with researchers, healthcare experts, and consumers to design balanced regulations that protect minors without alienating adults who’ve successfully quit smoking. “Smart policy is built on science and dialogue—not knee-jerk bans,” Landl said.

Numbers which cannot be denied
Supporting these concerns, recent data from Denmark indicate that despite the strict ban on flavoured vapes set in 2022—excluding only menthol and tobacco—the number of young people who vape has nearly doubled. A new survey by the Danish Health Authority reveals that rather than curbing youth use, the law appears to have unintentionally fueled both illegal sales and greater demand for the very flavours it sought to eliminate.
According to the report, vaping among Danes aged 15–29 rose from 7% in 2022 to 12% in 2024. Among all Danes, vaping increased from 4% to 6%, while smoking declined by the same margin—suggesting that some users are switching to less harmful alternatives when they’re available. However, this shift has occurred largely outside legal channels.

Flavours that are technically banned—like fruit, candy, and soda—are still overwhelmingly preferred by users. Fruit flavours alone account for 63% of use, while just 32% of vapers reported using the legally permitted menthol option. This trend points to a growing underground market that operates with little regard for age restrictions or product safety.

Science or symbolism?
Critics from the vaping industry and public health community argue that the restrictive laws have backfired. Jeanett Andersen, a spokesperson for Danish vape retailer Geijser, called the legislation “a disaster” that failed to anticipate its consequences. Likewise, Inger Schroll-Fleischer of the Danish nicotine industry group Nikotinbranchen warned that current regulations have created a thriving black market that puts youth at greater risk.

In fact, experts in the field are now sounding the alarm as Denmark considers expanding similar restrictions to other nicotine products, like pouches. They warn that repeating the same over-regulatory approach could worsen illegal trade and reduce access to safer alternatives.

Meanwhile, many are pointing to Sweden as a model for smarter policy. Swedish regulators have embraced harm reduction through products like snus, leading to some of the lowest smoking rates in Europe without heavy-handed bans. Advocates argue that Denmark should learn from its neighbor’s success rather than doubling down on policies that seem to be doing more harm than good.

Saving lives or sabotaging quits?
Moreover, multiple studies have confirmed that vape flavours play a crucial role in helping smokers successfully quit cigarettes. A 2020 study published in Nicotine & Tobacco Research found that adults who used non-tobacco flavours like fruit or dessert were more likely to quit smoking than those using tobacco flavours. Similarly, a 2022 analysis from the Cochrane Review concluded that e-cigarettes are more effective for smoking cessation than traditional nicotine replacement therapies, with flavoured options improving satisfaction and adherence. While research led by renowned cardiologist and researcher Dr. Konstantinos Farsalinos, also highlighted that variety in flavours significantly boosts quit rates by enhancing the vaping experience and reducing relapse risk.

As Greece weighs its next steps, the choice is clear: embrace evidence-based harm reduction or risk repeating the mistakes seen elsewhere. Flavoured vapes have played a critical role in helping smokers transition away from deadly combustible tobacco. Ignoring this reality could undo years of public health gains and fuel a thriving black market. Advocates urge policymakers to listen to science, not fear, and craft regulations that protect youth without punishing adults seeking safer alternatives. Greece has the opportunity to lead with smart, balanced policy — but it must act now to avoid setting back progress for an entire generation.