In New Zealand, e-cigarettes with false and misleading packaging

Researchers from the University of Otago have revealed that many vaping products sold in New Zealand contain nicotine concentrations different from those advertised on their packaging.[1]In addition to posing a legal and ethical problem, this raises questions among public health experts about the general public's lack of awareness of the risks of electronic cigarettes.

Nicotine levels inaccurately listed in many vaping products

Using data obtained from the Ministry of Health through the Freedom of Information Act, the researchers analyzed 221 products tested between June 2023 and June 2024. Nearly 60 %s, or 129 products, showed a difference of more than 10 %s from the stated nicotine level.

Of these products, six contained more nicotine than the declared level, while 123 contained less. Thirty-nine of them even had a nicotine level more than 50 % lower than the stated level.

The results of these checks, carried out by the Institute of Environmental Science and Research (ESR) on behalf of the ministry, are not made public. Researcher Jude Ball said she was "surprised" by the extent of this inaccuracy and deplored the authorities' failure to inform consumers.

A risk to public health and a lack of transparency

E-liquids, also known as "vape juice," contain nicotine, flavorings, and a base (often propylene glycol and vegetable glycerin), which is vaporized for inhalation. Although sold by manufacturers as a smoking cessation aid, the use of e-cigarettes has become increasingly widespread among young people: 10.5% of New Zealand adolescents aged 15 to 17 vape daily, according to the 2023/2024 health survey.

The inaccuracy of nicotine levels displayed on packaging is considered misleading by researchers. According to Jude Ball, for people trying to quit smoking, a product falsely displaying a higher dose could be ineffective, leading to increased vaping, deeper breathing, and even a return to tobacco use. Conversely, a product containing more nicotine than indicated on the packaging could promote more rapid addiction, particularly among young people.

Vape Free Kids NZ spokesperson Charyl Robinson points out that many families are trying to help their children quit without public support, and that mislabeling undermines their efforts: How can they succeed if they can't even trust the information on the packaging? " She adds that no product intended to be inhaled should escape total transparency.

Need for public information

Researchers are calling for tighter regulations on the nicotine concentration of e-liquids, as the government continues to promote vaping as a solution to smoking. They are also calling for the systematic publication of test results on these products.

Dr. Andrew Old, deputy director of the Public Health Agency, said non-compliance rates have declined from 60 to 40 over the past six months. The department also plans to publish information on products recalled from the market and, eventually, expand this transparency to other product compliance initiatives, including testing.

Jude Ball concludes by pointing out that these results suggest poor manufacturing quality, which is worrying. She points out that vaping products are not approved by Medsafe, the New Zealand Medicines Agency, unlike nicotine replacement therapies, and have not undergone rigorous testing. Consumers should be aware of this. ".

New Zealand has recently sparked controversy by distributing free vaping kits to smokers as part of its Smokefree 2025 plan. While a third of participants switched from tobacco to e-cigarettes, 22% of participants were both smokers and vapers at the end of the program. Public health experts have also highlighted the closeness of Customs Minister, Minister of Seniors and Associate Minister of Health, Immigration and Police, Casey Costello, to the tobacco industry. This could explain the government's persistence in promoting vaping, whose health effects are increasingly being documented.

Finally, an ESR spokesperson said it's not surprising to see variations in concentrations due to manufacturing practices, inconsistent quality controls, or product degradation over time. Chemical and biological studies are underway to further our understanding of these products on the New Zealand market.

©Generation Without Tobacco

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[1]Croad Maddy, 'Mislabelled' and inaccurate nicotine levels found in NZ vape products, The Press, published June 5, 2025, accessed June 6, 2025

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