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!