On World No Tobacco Day 2025, the World Health Organization (WHO) and the UN Chronicle issued a strong call for governments to ban all flavours in tobacco and nicotine products, including cigarettes, e-cigarettes, and oral nicotine pouches. Their rationale is clear: flavours like bubblegum, cotton candy, and menthol are being used to attract youth and mask the harshness of nicotine, potentially fueling a new wave of addiction.
At the Global Institute for Novel Nicotine (GINN), we share the concern about youth access and agree that regulation must prevent the marketing of nicotine products to minors. However, we caution against sweeping flavour bans that may undermine harm reduction efforts for adult smokers seeking less harmful alternatives.Reuters
Flavours: A Double-Edged Sword
Flavours play a dual role in nicotine products. While they can make products more appealing to youth, they also aid adult smokers in transitioning away from combustible cigarettes. Research indicates that flavoured e-cigarettes and nicotine pouches can be more effective in helping adults quit smoking compared to unflavoured options. Reuters
A blanket ban on flavours may inadvertently push adult smokers back to more harmful tobacco products or into unregulated markets, where product safety and quality cannot be assured.
The Need for Balanced Regulation
Rather than an outright ban, GINN advocates for balanced regulation that:
- Restricts youth-oriented marketing: Implement strict guidelines to prevent marketing that appeals to minors, including the use of cartoon characters, bright colours, and social media influencers.
- Imposes age verification measures: Ensure that sales of flavoured nicotine products are restricted to adults through robust age verification processes.
- Monitors and evaluates: Continuously assess the impact of flavoured products on both youth initiation and adult cessation to inform policy decisions.Wikipedia
Conclusion
Protecting youth from nicotine addiction is paramount, but it should not come at the expense of adult smokers seeking safer alternatives. A nuanced approach that balances these concerns is essential. GINN remains committed to working with policymakers, public health experts, and industry stakeholders to develop regulations that protect youth while supporting harm reduction strategies for adults.
For more information and updates on nicotine regulation, visit www.ginn.global.
