By Timothy S. Donahue
Top Takeaways:
- Belgium plans to ban all vape flavors except tobacco under new advice from the Superior Health Council.
- Retailers warn that the move will boost the illegal market and weaken legal adult-use channels.
- The proposal follows Belgium’s disposable-vape ban and aligns it with the Netherlands’ strict flavor rules.
Belgium is preparing one of Europe’s strictest e-cigarette restrictions as Health Minister Frank Vandenbroucke pushes to ban all vape flavors except tobacco, following new guidance from the Superior Health Council.
The Council—originally hesitant about a complete ban—now advocates for stronger restrictions after reviewing updated evidence and market trends. Its revised stance calls for decisive action, emphasizing that safeguarding public health “must come first” as e-cigarette products develop and expand.
Vandenbroucke said flavored e-liquids are designed to mask nicotine’s harshness and make vaping more appealing. He pointed to the Netherlands, which banned all flavors except tobacco in January 2024. After nine months, nearly 30% of Dutch users reported vaping less, while over 20% said they had quit entirely without returning to cigarettes.
The Belgian government increasingly sees flavor regulation as part of a broader plan to reduce the growth of non-tobacco nicotine products. Belgium has already banned disposable vapes starting January 2025 and has tightened smoking restrictions in areas popular with young people. The new flavor ban would be a further escalation, placing Belgium among jurisdictions adopting the strictest e-cigarette control measures.
Retail groups remain strongly opposed. Perstablo, which represents press, tobacco, and gaming retailers, criticized the plan as “an absurd measure with disastrous consequences,” warning it could drive consumers toward illegal sellers. The group says it will examine “all legal options” to challenge the proposal, questioning both its validity and the decision-making process.
Surveys cited by Belgian media show that vaping experimentation continues to increase, and public health organizations have stepped up pressure on the government to take action. Charities like Kom op tegen Kanker (Stand Up to Cancer) have broadened their anti-smoking campaigns to cover vaping, now calling for tighter national regulation of nicotine products.
Illegal flavored products still circulate in the Netherlands despite its 2024 ban, which Belgian officials say highlights the need for strict enforcement if a full ban is adopted. Vandenbroucke has not yet announced a timeline for implementation but mentioned he wants the measure enacted “as soon as possible.”
The final scope and timing of the proposal will be set after Cabinet consultation, but the direction is clear: Belgium is planning to overhaul the regulatory landscape for vaping, with extensive effects for manufacturers, importers, retailers, and cross-border trade across the Benelux region.
