A global alliance of vapers gathered in Brussels to issue a call on European policymakers to stand against possible bans on vape flavours. The World Vapers’ Alliance (WVA) displayed an art installation in front of the European Parliament with a simple message “Flavours help smokers quit”.

The World Vapers’ Alliance says it “amplifies the voice of vapers around the world and empowers them to make a difference for their communities. Our members are vapers associations as well as individual vapers from all over the world”.

This marks the third event of WVA’s Europe-wide campaign #FlavoursMatter. The campaign was launched with one aim: to show policymakers in Europe and across the world that vape flavours are instrumental for smoking cessation. The group hosted demonstrations in Stockholm, Sweden and the Hague, Netherlands in March 2022.

Shortly after the demonstration, a postponement of the Dutch vape flavour ban by six months was announced in the Netherlands.

“Flavours play a crucial role in helping consumers quit smoking – millions of Europeans have already stopped by switching to vaping. The variety of flavours is one of the most important reasons many people switch to e-cigarettes and never go back to smoking. We have already seen that vaping works! It helped millions of people change their lives and now, we need policies to catch up. Therefore, we are delighted that some MEPs are with us and help to defend vaping flavours,” says Michael Landl, director of World Vapers’ Alliance.

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