The debate over flavour-based bans for e-cigarettes continues to shape the global vaping landscape. While these regulations aim to curb youth vaping, particularly by limiting sweet or fruity options, their long-term effectiveness remains mixed and the implications for adult smokers and the industry at large are complex.
Effectiveness of Flavour-Based Bans
Studies show that flavour bans can lead to noticeable declines in the use of restricted flavours. Following such bans, around 8.3% of users quit e-cigarettes, and sales of banned menthol and other flavours drop significantly, with a shift toward non-flavoured or tobacco-flavoured products. Youth vaping rates also tend to dip — by 1–3 percentage points in the short term.
However, the picture isn’t entirely straightforward. Many users adapt by switching devices, sourcing flavours online, or creating their own mixes. In some cases, bans have also led to unintended consequences, with research indicating that for every five fewer daily vapers, there may be three to four additional daily cigarette smokers — a potential setback in tobacco harm reduction.
Current Trends and Market Shifts in 2025
Despite regulatory pressures, the e-cigarette market is growing steadily — projected to expand from $30 billion in 2024 to over $55 billion by 2034. Key trends driving this growth include:
- Technological Innovation – Smart e-cigarettes with Bluetooth connectivity and AI-driven features are enhancing personalisation, safety, and compliance tracking.
- Regulatory Changes – Countries like Australia and the UK are tightening restrictions, with disposable vape bans and stricter product standards set for 2025. In Malaysia, new legislation effective from late 2024 targets underage access, with some groups calling for full sales bans.
- Market Consolidation – Larger brands are strengthening their market share, making it increasingly challenging for smaller players to compete.
- Sustainability and Variety – Consumer demand is leaning towards recyclable designs, nicotine-free options, and — despite restrictions — flavour variety.
- Online Demand – Even with regulations, online platforms continue to offer diverse flavour choices, reflecting strong global consumer interest.
AIRSCREAM’s Commitment: Compliance, Quality, and Adult Focus
At AIRSCREAM, we welcome evolving regulations that protect young people while preserving options for adult smokers seeking a less harmful alternative. As a fully compliant and regulated vape brand, we prioritise:
- Responsible Marketing – Our products are strictly aimed at the adult demographic.
- High-Quality Flavours – We offer a refined flavour portfolio crafted to meet adult taste preferences, without targeting youth.
- Safety and Standards – Our devices and e-liquids meet stringent quality controls in line with local and international regulations.
Our mission is simple: to provide adult smokers with an enjoyable, reliable, and responsible vaping experience that can support their transition away from combustible cigarettes.
Looking Ahead
The conversation around flavour bans will continue as governments seek the right balance between reducing youth uptake and supporting harm reduction for smokers. For the vaping industry, this means adapting, innovating, and staying committed to compliance.
At AIRSCREAM, we believe the future lies in responsible innovation — delivering high-quality products for adults, backed by technology, sustainability, and an unwavering commitment to regulatory compliance.
