Tholos foundation releases research on flavour bans and underage use

The Tholos Foundation today announced the release of two comprehensive policy papers addressing one of the most contentious issues in tobacco harm reduction: the regulation of flavoured vaping products.

Impact of flavour bans in the real world

The first paper, Impact of Flavour Bans in the Real World, draws on consumer research conducted by IPSOS across multiple countries—including Denmark, France, Germany, and the US—where flavour bans are being proposed or have already been implemented. It reveals that:

• Flavour bans often drive vapers back to smoking or underground markets.
• Up to 90% of users find ways to access banned flavours—often through illegal or unregulated channels.
• Many consumers view flavours as essential to quitting smoking, with bans undermining public health progress.

Smarter alternatives to prohibition

The second paper, Best Practices to Educate Adults and Restrict Underage Experimentation, focuses on practical, evidence-based approaches. It outlines strategies such as:

• Strict enforcement of age verification laws
• Targeted marketing restrictions
• Retail licensing schemes
• Technological innovations to prevent youth access
• Comprehensive public education campaigns

A balanced path forward

Together, these reports present a compelling case for proportionate, science-backed regulation that protects youth without penalising adults trying to quit smoking.

“These papers show that prohibition doesn’t work—but smart, targeted regulation can,” said Tim Andrews, Director of Consumer Issues at Tholos Foundation. “The data is clear: flavour bans don’t reduce underage use, they drive people to the black market. What we need are solutions that actually work—for adults and youth alike.”

Download the full report:

Impact of Flavor Bans in the Real World

Best Practices to Educate Adult Smokers and Restrict Underage Usage

For more information, please contact:
Tim Andrews, tandrews@tholosfoundation.org