United States: More than two-thirds of young people say they would stop vaping if flavors were banned

A study by Ohio State University found that 71% of young vapers said they would quit vaping if all non-tobacco e-cigarette flavors were banned, compared to only 39% if menthol and tobacco flavors remained permitted. This evidence supports a ban on all non-tobacco flavors in e-liquids to prevent young people from becoming addicted to nicotine.

The proliferation of flavors, particularly sweet ones, in e-liquids for electronic cigarettes has long been decried by health professionals as a strategy manufacturers to attract younger consumers. This thesis seems to be corroborated by a recent study from the Center for Tobacco Research at Ohio State University, which shows that most young vapers say they would give up e-cigarettes if a ban on flavors other than tobacco in e-liquids were adopted.[1].

Fruity flavor lovers would be more sensitive to a ban

Researchers from the Center for Tobacco Research surveyed 1,414 young regular e-cigarette users, aged 14 to 21.[2]They identified the types of e-cigarettes and flavors used by these young people, and asked them about their intentions to continue vaping in the event of a federal flavor ban. Several ban configurations were tested, depending on whether the ban would apply to all non-tobacco e-liquid flavors or whether it would grant exceptions for menthol and tobacco flavors. Fruit (45 %) and iced fruit (30 %) e-liquids were the most popular among the young vapers surveyed, ahead of fresh mint (11 %), menthol (10 %) and tobacco (3 %) flavors. Disposable e-cigarettes were the most used type of vaping product (47 %).

The results show that 38.8% of the young people surveyed said they would stop using e-cigarettes if only menthol and tobacco flavors were available. However, 70.8% said they would stop if a ban included all flavors other than tobacco in e-liquids. The intention to stop using e-cigarettes in the event of a ban was higher when vapers showed a preference for fruit flavors (78.5% %) and iced fruit flavors (73.1% %), but it decreased according to the level of nicotine dependence.

A study that supports the ban

The study authors acknowledge that the sample was slightly overrepresented by girls and white people, and the responses provided by participants are only intentions, which will need to be confirmed in a real-life situation. The themes of attempts to quit nicotine and switching from e-cigarettes to conventional cigarettes in the event of a flavor ban were not addressed and may be included in future studies. These authors therefore highlight the potential benefit that a ban on non-tobacco flavors in e-liquids could have on the levels of e-cigarette use by young adults and adolescents.

Keywords: United States, vaping, youth, flavor ban.

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[1] Flynn K, Restricting flavored e-cigarettes may reduce their use among teens and young adults: Study, Medical Xpress, published May 4, 2023, accessed May 5, 2023.

[2] Sidhu N, Lechner W, Cwalina S, et al., Adolescent and Young Adult Response to Hypothetical E-Liquid Flavor Restrictions, Journal of Studies on Alcohol and Drugs, 2023 84:2, 303-308.