BACKGROUND AND IMPLEMENTATION CHALLENGES: Youth are drawn to e-cigarettes for their sweet flavors. To tackle this, the Netherlands implemented a flavor ban on e-cigarettes and e-liquids, allowing only tobacco flavors. The regulation aims to curb youth vaping. The Netherlands Food and Consumer Product Safety Authority (NVWA) led the enforcement. Challenges include illegal trade, proving non-compliant sales, and the sale of flavored accessories like aroma balls and mouthpieces. Enforcement began on January 1, 2024.
INTERVENTION OR RESPONSE: The NVWA led the enforcement in three phases:
1. Importers: Inspections included stock checks and audits. Violations led to fines, sales cessation, product recalls, and export restrictions.
2. Points of sale: Risk-driven inspections were based on public signals. Inspectors checked for (hidden) flavored products and conducted test purchases when needed.
3. Online: NVWA monitored online platforms and social media for illegal sales and advertisements. Violations were reported to platforms for removal, with ongoing collaboration for proactive action.
RESULTS AND IMPACT: In 2024, Inspections at importers blocked 3.5 million flavored products and led to the recall of 800000 more. Over 1200 inspections were conducted, with violations of the flavor ban found in approximately 17% of cases. Hundreds of ads and social media posts were removed in collaboration with platforms. NVWA continues to monitor non-traditional sales channels. The flavour ban is increasing illegal trade, prompting the NVWA to focus its efforts on tackling this issue in the future.
CONCLUSIONS: The Dutch flavor ban is an important step in reducing youth access to e-cigarettes. However, addressing youth smoking and vaping requires more than enforcement. Parents, schools, and businesses must actively contribute to education and prevention efforts. At the same time, stronger and consistent legislation at the European level is critical to close gaps in enforcement and prevent cross-border trade in flavored products.