Flavours play a crucial role in helping smokers quit. Nonetheless, policymakers want to ban flavours in many countries.

We need to act NOW.

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Several countries worldwide have banned or are on the verge of implementing flavour bans: Lithuania, Estonia, Denmark, Hungary, and many others have already forbidden flavours. Spain and Ireland are currently in policy discussions about such prohibitions as well.

That is why we, as consumers, need to raise our voices to show politicians how important flavours are to us and what adverse effects such bans can have on us and smokers trying to quit. More than two-thirds of adult vapers use non-tobacco flavours, and those using flavours are 230% more likely to quit for good.

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We must ACT NOW

Flavour bans push 5 out of 10 vapers back to smoking or the black market.

Flavours are a gateway out of smoking. Two-thirds of vapers use flavours other than tobacco to forget the taste of cigarettes.

Adults who vape flavoured e-cigarettes are 230% more likely to quit smoking than those who use unflavoured e-cigarettes

Our “Flavours Matter” campaign is a Europewide initiative to ensure policymakers understand flavours’ importance. Currently, we are campaigning in Ireland, the Netherlands, Belgium, and Sweden, where flavour bans are or were on the table.

For example, in Sweden, we actively opposed the flavour ban. In March, we hosted an art installation displaying a shared message: ‘Flavours help smokers quit!’ and held a protest.

Later in May, we delivered an open letter to the Swedish Parliament to draw the attention of the policymakers to science-backed facts about vaping as a successful harm reduction tool.

We succeeded with local activists and WVA members, and the Swedish parliament voted against the flavour ban. Stopping the Swedish flavour ban was a significant win for public health, and we are immensely proud of this achievement. Let’s ensure flavours are saved in other countries, too – because Flavours Matter!

Vaping has the potential to change the world. For many ex-smokers it already has changed their lives for the better. What we need now is the law to catch up and help save lives.

Raise your voice:

Join our campaign

Vaping has the potential to ensure 200 million smokers quit forever, but governments must encourage and facilitate it as a cessation method Now more than ever, it is vital that vapers’ voices are heard.

That’s why we’re taking our campaign out on the road, across Europe and around the world. We need to ensure that those making the key decisions that will affect OUR rights, OUR health and OUR futures, hear OUR collective voice and ‘Back Vaping. Beat Smoking.’