More Data in Favour of Vape Flavours, Yet More Measures Set Against

While tobacco harm reduction experts and researchers keep highlighting the importance of vape flavours to help adult smokers transition to vaping, the trend among policymakers is still to ban the products.

Recent research from RCSI University of Medicine and Health Sciences in Dublin reported that heating e-liquids in vaping produces numerous harmful substances, and called for urgent public health policies on flavoured vapes. Published in Scientific Reports, the study utilized artificial intelligence (AI) to simulate the effects of heating flavour chemicals in nicotine vapes. It conducted an analysis all 180 known e-liquid flavour chemicals, so as to predict the new compounds formed during the heating process.

The findings revealed the formation of many hazardous chemicals, including 127 classified as ‘Acute Toxic,’ 153 as ‘Health Hazards,’ and 225 as ‘Irritants’, said the researchers. Among these were volatile carbonyls (VCs), which pose significant health risks. These  substances were particularly prevalent in popular fruit, candy, and dessert-flavoured vapes, leading to the conclusion that vape flavours have a significantly different profile of chemical hazards compared to traditional tobacco smoking.

In response to such claims, researchers have previously pointed out that conclusive evidence cannot be derived from studies not carried out in real-life conditions. Moreover, other studies revealing the presence of concerning chemicals, have found that they are present in such small quantities that they are insignificant to human health.

What is driving flavour bans?
However, sudies such as the above, coupled with alarmist reports about the increasing numbers of minors becoming hooked on nicotine after being enticed by the flavours, have been feeding a growing fear about the existence of a teen vaping epidemic. This has been leading to the implementation of harsh restrictions and flavour bans, which time and time again have proven to be counterproductive.

Last month, a Dutch court upheld the government’s ban on sweet-flavoured vapes, case in point based on the argument that flavours attract young users to vaping. British American Tobacco (BAT) had appealed the ban, arguing it infringed on the free movement of goods and would discourage smokers from switching to e-cigarettes, hindering smoking cessation efforts.

However, the District Court in The Hague dismissed these arguments, asserting that tobacco-flavoured vapes remain available, enabling smokers to continue using e-cigarettes as a cessation aid even under the flavour restriction. Yet this ruling ignores that studies have consistently shown that adult smokers are more likely to be successful at quitting and staying abstinent from cigarettes by switching to sweet-flavoured as opposed to tobacco-flavoured vapes.

Yet another study indicates the importance of vape flavours
A recent study examining the impact of flavoured vapes on smoking cessation, found that pairing fruity or sweet-flavoured vapes with very low nicotine content (VLNC) cigarettes significantly reduced smoking among adults at high risk of smoking-related harm. The research focused on individuals with psychiatric conditions or lower education levels, groups particularly vulnerable to the adverse effects of smoking.

Conducted between 2020 and 2023, the study encompassed 326 adult smokers in the U.S., predominantly women (74.5%) with an average age of 40. All participants smoked at least five cigarettes daily and had no intention to quit. They were assigned to one of four groups:

1.Control group using normal nicotine content (NNC) cigarettes.
2.VLNC group using VLNC cigarettes only.
3.VLNC + tobacco-flavoured vapes.
4.VLNC + fruity or sweet-flavoured e-cigarettes, such as mango or cucumber.

After 16 weeks, the research team assessed cigarette consumption and secondary outcomes, including tobacco-related health indicators and smoking cessation rates. The group using VLNC cigarettes alongside flavoured vapes showed the most significant reduction, smoking nearly 15 fewer cigarettes daily compared to the control group. Additionally, flavoured vapes outperformed tobacco-flavoured ones in reducing smoking, with popular flavours like mango, fruit medley, and menthol found particularly effective.

Participants using flavoured vapes with VLNC cigarettes also exhibited lower levels of tobacco-specific carcinogens than other groups, highlighting potential health benefits. Based on these findings, the researchers concluded that the combination of VLNC cigarettes and flavoured vapes offers a promising strategy for reducing cigarette use among high-risk populations.

Bans create black markets
Experts in the field also highlight that making a product unavailable only creates a black market for it. A ban on non-tobacco flavoured vapes set in Quebec Canada, has resulted in most vapers turning to illegal sources for these products one year after the law’s implementation. A Leger survey indicated that 61% of vapers in the province had purchased non-tobacco flavoured vapes in the previous 12 months. Of these buyers, 40% sourced the products from vape shops, while 33% purchased them online. Notably, 47% were aware that they were buying illegally.

Eric Gagnon, Imperial Tobacco Canada Limited’s (ITCAN) Vice President of Corporate and Regulatory Affairs, pointed to the lack of enforcement as a major factor, remarking that if the government’s goal was to establish an untaxed and unregulated market, it had indeed achieved that outcome. ITCAN highlighted that only 38% of vape shops (150 out of all in the province) had been inspected, and merely 28 received fines despite widespread non-compliance.

And this is not an isolated case. Such a pattern of consumers knowingly turning to the blackmarket to obtain their products of choice has been observed globally, in cases where harsh restrictions were set in place. A good example is California’s Proposition 31 which in 2020 banned flavoured tobacco products including vapes. Reports about the ineffectivity of the measure are emerging until now. Despite enforcement issues, reports of an ever expanding black market of the banned products, where anyone can obtain any product of their liking, keep emerging.

The ideal balanced approach
By looking into studies and real-world data, it is very clear that banning vape flavours is not the answer. Flavours play a crucial role in helping smokers transition to less harmful alternatives, and bans risk driving adult smokers back to harmful cigarettes, as well as fuel an unregulated black market. Instead, targeted policies focusing on strict age verification, robust education campaigns, and enforcing responsible marketing practices would better balance public health goals. Comprehensive harm-reduction strategies ensure access for adults seeking to quit smoking while protecting youth from vaping’s appeal. This balanced approach would benefit all.