The impact of flavor bans

Overview

This paper, authored by Tim Andrews, Director of Consumer Issues at Tholos Foundation, presents a comprehensive analysis of international polling and academic research showing how vape flavor bans can backfire—leading to higher smoking rates and unregulated market growth.

Download full report: Analysis of flavored vaping products as a harm reduction method: impact of flavor bans in the real world

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Key findings from the report:

Flavors help adults quit smoking

• In every country surveyed, most vapers said they use flavors to quit or reduce smoking.
• Non-tobacco flavors like fruit and menthol were most associated with smoking cessation success.
• Studies show flavored vapes increase quit rates by up to 44% compared to tobacco-flavored ones.

Bans lead to unintended consequences

• Flavor bans result in higher cigarette use, black market activity, and DIY liquid mixing.
• In Slovenia, 66% of vapers said a flavor ban would push them to smoke or source products illegally.
• In Denmark and California, more than 80% of vapers still access banned flavors despite laws.

Vapers support alternative policies

Across all jurisdictions:

• 90%+ of vapers support stricter enforcement to prevent underage access.
• Popular alternatives include education campaigns and limiting certain flavors to adult-only stores.
• Vapers overwhelmingly reject blanket bans and want to retain access to safer, regulated products.

Conclusion

The evidence is clear: flavor bans do not reduce harm—they increase it. Smokers are less likely to switch, and black markets thrive. Instead, governments should support science-based harm reduction strategies: enforcing age checks, regulating labeling and distribution, and ensuring adult smokers have access to effective tools to quit.

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