Tobacco and vaping products: the CNCT calls for the widespread adoption of plain packaging and a ban on online sales

A study conducted by the National Committee Against Smoking (CNCT) highlights the extent of advertising practices promoting vaping products in France, both in stores and online. The results show that more than half of all retail outlets are in violation of regulations regarding advertising for these products, while digital advertising remains widespread, particularly on social media. In light of these findings, the association is calling for a strengthening of the regulatory framework, including the introduction of plain packaging for all tobacco and vaping products and a ban on their online sale, in order to better protect young people.

A high frequency of advertising violations was observed at points of sale.

The national survey conducted by the Audirep institute, among a representative sample of 600 establishments in metropolitan France (400 tobacconists and 200 specialized retailers), highlights a significant presence of promotional devices, particularly for vaping products, in violation of current regulations.

Observations show that more than half of establishments are in violation of regulations regarding advertising for vaping products, specifically 55 tobacconists and 56 specialized stores. Advertising for vaping products is strictly regulated in retail outlets, limited to a single informational sign not visible from outside the premises. However, the advertisements observed primarily involve promotional materials exceeding the strictly permitted informational scope, and/or advertisements visible from outside the establishments.

Furthermore, the investigation revealed instances of non-compliance concerning other product categories. Advertisements for tobacco products were found in 13 tobacconists, despite the total ban on these products. These advertisements particularly concerned the heated tobacco device from the cigarette manufacturer Philip Morris. The promotion of nicotine sachets was also observed in 22 establishments, even though these products are not authorized for sale in France.

Digital advertising remains important despite an overall decline

Furthermore, the CNCT's online observatory, which covered the entire year of 2025, confirms the continued use of promotional strategies for vaping products on social media and manufacturers' websites, all of which are illegal, with no exceptions granted for this medium. A total of 587 advertisements were recorded. This represents a decrease of 12 (%) compared to 2024 and 45 (%) compared to 2023.

Vaping products account for the majority of observed communications, representing 63% of the advertisements identified. Distribution relies primarily on Instagram, which accounts for 71% of the identified content, as well as direct communications via email and SMS (17% of the advertisements). The analysis highlights marketing strategies structured around emphasizing flavors (40% of the advertisements), product features and uses (46% of the advertisements), and promotional offers designed to encourage consumption.

63 % of the contents contained no health warnings or mentions relating to the prohibition of sale to minors, thus illegally contributing to the trivialization of these products.

Packaging, a major promotional tool

For the CNCT (National Committee Against Tobacco), the packaging of tobacco and vaping products plays a major role in manufacturers' marketing strategies. In a context where direct advertising is prohibited or strictly regulated, packaging constitutes an independent promotional medium that maintains the attractiveness and visibility of products, both at points of sale and in the digital environment.

Observations made at points of sale show that vaping products, in particular, stand out thanks to visually appealing packaging that employs codes borrowed from mass-market marketing: bright colors, explicit references to flavors, graphic effects evoking freshness or sensory intensity, as well as brand and product universe enhancement. This aesthetic helps to quickly identify product lines and influence purchasing behavior, especially in retail environments where products are prominently displayed.

This appeal is all the more striking because it contrasts with the plain packaging of cigarettes or rolling tobacco, which is now uniform and devoid of any promotional elements. However, this plain packaging does not currently apply to other tobacco products such as heated tobacco, shisha tobacco, or cigarillos. Similarly, it does not apply to the packaging of vaping products. This visual difference helps to normalize the products and increase their visibility among the public, particularly young people, by associating them with everyday consumer goods.

The results from the online observatory confirm this analysis. The product is promoted and identifiable in 86 of the advertisements identified in 2025, illustrating the central role of the product itself and its packaging in advertising communications. The visuals used rely heavily on showcasing the packaging, maintaining a strong commercial presence for the brands. At the same time, mandatory health warnings are generally absent or barely visible, contributing to a lessened perception of the risks associated with these products.

A necessary simplification of legislation and measures are needed to strengthen the protection of young people.

The results from the CNCT's monitoring programs highlight differing trends across product categories. Advertising for vaping products remains particularly high over the period studied, notably due to regulatory exceptions whose interpretation allows for promotional practices that far exceed the permitted limits. This situation translates into a significant number of non-compliance incidents observed at points of sale.

These findings underscore the need for a clear and consistent regulatory framework, based on a blanket ban on all forms of advertising for vaping products, including at points of sale. Furthermore, given the increasing use of packaging as a promotional tool, the introduction of plain packaging for all tobacco and vaping products appears to be a relevant measure to limit the commercial appeal of these products.

In this context, the CNCT also recommends extending the ban on online sales, currently applicable to tobacco products, to vaping products. These measures, combined with stricter regulations on product characteristics, particularly regarding flavorings, and the effective enforcement of existing bans on certain nicotine products, aim to reduce the impact of marketing strategies employed by manufacturers. However, their effectiveness depends on strengthening control and enforcement mechanisms to ensure their effectiveness.

The association also emphasizes the importance of regularly renewing observation systems, which make it possible to document the evolution of manufacturers' practices, to assess the impact of the measures implemented and to contribute to the continuous improvement of public health prevention and protection policies.

©Generation Without Tobacco

AE