Brussels, 1 May 2026 — Belgium’s federal government has approved a ban on flavoured e-cigarettes, leaving only tobacco-flavoured and unflavoured products on the market from September 2028. The decision ignores a substantial body of evidence showing that flavours are a key reason adult smokers switch away from cigarettes.

Health Minister Frank Vandenbroucke called vaping “an invention of a criminal industry” that hides harmful substances behind flavours like mint, apple, or raspberry. This is not public health policy. It is scaremongering dressed up as child protection.

Michael Landl, Director of the World Vapers’ Alliance, said: 

“Frank Vandenbroucke calling vaping a criminal invention is not just wrong, it is dangerous. It tells hundreds of thousands of Belgian vapers who quit smoking with the help of flavoured products that their choice was a crime. That kind of rhetoric has no place in a serious public health debate. The ban will push consumers back to smoking or the black market. Another gift for criminals from the government.”

The evidence is clear. Adults using flavoured e-cigarettes have 230% higher odds of quitting smoking than those using tobacco or unflavoured products. Nearly half of vapers say they would return to cigarettes or seek products on the black market if flavours were banned. “Belgium is not protecting anyone. It is pushing former smokers back to the most harmful product on the market,” Landl added. 

The Netherlands banned flavours before Belgium. Vaping and smoking among adolescents went up in the year that followed. That is the model Belgium has chosen to copy.

Belgium has notified the European Commission and plans for the rules to take effect on 1 September 2028. The World Vapers’ Alliance calls on the Commission to reject it.