ArticleHealth promotion journal of Australia : official journal of Australian Association of Health Promotion Professionals2026
Restricting E-Cigarette Flavour Names to Reduce Youth Appeal: An Analysis of New Zealand's 2024 Regulations.
Article in Health promotion journal of Australia : official journal of Australian Association of Health Promotion Professionals, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 1 paper.
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1 citing paper in PubMed.
- Restricting E-Cigarette Flavour Names to Reduce Youth Appeal: An Analysis of New Zealand's 2024 Regulations.Health promotion journal of Australia : official journal of Australian Association of Health Promotion Professionals · 2026Article
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4 authors.
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No grant is acknowledged in the PubMed record.
Abstract
issue addressedAppealing e-cigarette flavours have been an important factor in experimentation and uptake among young people. In an effort to curb high rates of youth vaping, in 2024, the New Zealand Government introduced regulations to restrict e-cigarette flavours that may appeal to young people. The regulations require that e-cigarette products are described using up to two flavour names from a specified list. This research analyses whether online retailers comply with the regulations and provides insights into popular flavours.
methodsUsing content analysis methods, we identified popular online retailers in New Zealand. We extracted flavour names from e-cigarette product listings on retailer websites to analyse compliance and categorised products to explore popular flavour profiles.
resultsOf the 22 retailers included in the sample, only 4 (18.0%) fully complied with the restrictions. Of the 6939 total e-cigarette products (e-liquids, pods and disposables), 25.9% (n = 1794) did not comply with the regulations. Most flavours in the sample were fruity or sweet (78.9%).
conclusionNew Zealand retailers frequently breach the flavour regulations. Despite many permitted options, retailers often attempt workarounds to bypass regulations, including listing products under previous names or descriptors that are not permitted, such as 'ice' or 'cola'. Sweet and fruit flavours dominate the online market. SO WHAT?: E-cigarette flavour restrictions should include sweet and fruit flavours to reduce appeal to youth and be supported by rigorous enforcement to prevent common retail workarounds.
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