3 June 2025 – The World Health Organization’s latest push to ban flavours in vaping, nicotine pouches, and other nicotine products is a reckless attack on harm reduction and adult smokers’ right to quit. The WHO’s claims that flavours target youth and make quitting harder are simply not supported by evidence. In reality, flavours are a vital tool for millions of adult smokers looking to quit and stay smoke-free.

Research consistently shows that the vast majority of adult vapers are using flavours. Flavoured nicotine products are proven to help smokers quit, with studies showing that adults who use them are far more likely to stop smoking than those who use tobacco-flavoured alternatives. Banning flavours will not protect young people—it will push adult vapers back to cigarettes or into the black market, undermining public health and reversing progress in reducing smoking rates.

Experience from cities and countries that have tried flavour bans, such as San Francisco and Estonia, shows that prohibition leads to increased smoking and a surge in illicit trade, not better health outcomes.

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

"The WHO’s flavour ban proposal is a gift to black market criminals. Flavours are not a trick to hook kids—they are a lifeline for adults trying to quit smoking. Policymakers must reject this unscientific approach and focus on real solutions: targeted youth protection, access to safer alternatives, and honest information.”

Flavour bans are a simplistic, headline-grabbing measure that will cost lives. Governments must stand up for science and smokers’ rights—not failed prohibition.

For more information, visit https://worldvapersalliance.com/wp-content/uploads/2025/06/Briefing-WHO-Flavour-Ban.pdf