Open letter: Swedish Flavour Ban Will Put 150,000 Lives At Risk

In March 2022, the Swedish government proposed a bill to ban all vape flavours except tobacco and menthol. If passed, the proposed law is scheduled to go into effect at the beginning of 2023. 

We believe that passing the law will be a disastrous mistake, and science proves it. Flavours play a vital role for smokers who want to quit. Adult consumers who have used vaping to quit smoking say that flavours other than tobacco were a decisive factor in preventing them from returning to smoking. By using flavoured e-liquids, they are 230 per cent more likely to quit smoking than tobacco-flavoured ones.

#FlavoursMatter Demonstration in Stockholm

In March 2022, the World Vapers’ Alliance (WVA) gathered in Stockholm to call upon policymakers to stand against the bans on vape flavours. The WVA displayed an art installation in front of the Riksdag with a simple message “flavours help smokers quit”. 

And we are coming back! We will hold another protest march next Tuesday, May 24 at 18:30 at Mynttorget square. Join us! Here are some impressions from last time: 

#FlavoursMatter demonstration, Stockholm

We also sent an open letter to Members of Parliament to convince them to vote against the ban.


Banning flavors could force thousands of former smokers in Sweden to take up the habit once again. If they are banned, 150,000 vapers – the equivalent of almost the entire population of Uppsala – would lose their flavours and likely go back to more hazardous smoking. This would be a major setback in the fight against smoking and related illnesses. 

Help save flavours and lives in Sweden, and contact Swedish politicians HERE


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Vaping can save 200 million lives. 2022 is the year to make this opportunity a reality. Raise your voice. Join our campaign. 

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Vaping can save 200 million lives and flavours play a key role in helping smokers quit. However, policymakers want to limit or ban flavours, putting our effort to end smoking-related deaths in jeopardy.

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