Business Community Fears Market Disorder After Netherlands Flavor Ban Takes Effect

  The Dutch central government has banned the sale of flavored e-cigarettes, allowing only tobacco-flavored e-cigarettes to be sold. So how has this ban developed further in the Netherlands?

According to Dutch media reports, the Dutch government no longer allows the sale of flavored e-cigarettes starting from January 1, 2024. Only tobacco-flavored e-cigarettes are still permitted.

Primera, whose stores sell both rechargeable and disposable e-cigarettes, has also been affected by the flavored e-cigarette ban.

An employee at Primera in Meppel explained, “We sell new, permitted variants. These are tobacco-flavored e-cigarettes and neutral-flavored e-cigarettes, which are unflavored. We have indeed noticed that these types of e-cigarettes serve a different target group.”

Since August 2020, smoking has been legally banned in all schools and educational institutions. This is part of the “Smoke-Free Generation” initiative, which hopes to make growing up smoke-free a given.

But with e-cigarettes now so widespread, how smoke-free is the new generation really? Based on data provided by GGD, CBS, and RIVM, Independer concluded that the number of young e-cigarette users has increased sharply: in 2022, the number of e-cigarette users was 10 times that of 2020. This situation is expected to change with the implementation of the flavor ban.

The trade association Esigbond said it is still too early to talk about the impact of the ban on flavored e-cigarette sales. According to the association, users have already stockpiled some e-cigarettes or are looking for other ways to obtain them. Flavored e-cigarettes can still be bought across borders, through illegal online channels, or in shops that do not comply with the ban.

Esigbond chairman Emil 't Hart said it remains to be seen whether e-cigarette users will give tobacco flavor a chance. He said that as long as users can still get the products they trust, they will continue to use them.”

Hart said: “We will have to wait and see what people think of tobacco flavor, and what those who have stockpiled products will do once their supply runs out. The industry association is unhappy with the flavor ban because it sees e-cigarettes as a less harmful alternative to tobacco. According to the association, this ban is also causing people to switch to or return to tobacco.”

“Flavored e-cigarettes will ultimately end up in criminal circles. There is no age restriction at all there. Interested people can still buy them across borders or online. People may also start mixing flavors themselves, which could lead to dangerous consequences.” He believes legalization would be a better solution. “Then shops could strictly enforce age regulations, ensure that young people receive better information, and check the ages of young people who smoke or vape in public places.”