By Timothy S. Donahue
Top Takeaways:
Flavor crackdown: Belgium to ban all flavors except tobacco & neutral by 2028
Youth focus: Officials cite rising teen usage as the primary driver
Market risk: Retailers warn of potential growth in illicit trade
Belgium will ban flavored e-cigarettes starting Sept. 1, 2028, allowing only tobacco and neutral flavors to remain on the market, in an effort to curb youth vaping.
The measure, approved by the federal government, was proposed by Health minister Frank Vandenbroucke and comes amid mounting concern about rising e-cigarette use among teenagers. Vandenbroucke said the policy is designed to address the way flavored products appeal to younger consumers.
He argued the industry is “targeting a new generation,” adding that flavorings can mask health risks while exposing users to “addictive and potentially toxic substances.”
Government officials cited data showing that more than one in three people aged 15 to 20 in Belgium have tried vaping, underscoring what policymakers view as a growing public health concern.
Ministers said that sweet flavors such as bubblegum, cola and fruit make vaping more appealing to young users and can obscure the potential harms associated with e-cigarettes.
Alongside nicotine, some devices have been found to contain harmful substances, including lead and tar, which reinforces the case for tighter controls, according to Belgian health officials, although little data has shown that.
The decision aligns with recommendations from the Superior Health Council, which has urged stricter regulation of vape flavors. Officials also cited early outcomes in the Netherlands, where a similar flavor ban has been linked to users reducing their consumption or quitting altogether.
The delayed implementation timeline reflects regulatory and commercial considerations. Authorities said the 2028 start date is necessary to comply with European Union procedures and to allow retailers time to clear existing inventory.
Industry representatives, however, have pushed back. Perstablo, an organization that represents retailers in the press, tobacco, and gaming sectors, warned that the measure could have “disastrous consequences” and drive consumers toward the illicit market.
The group has argued that restricting legal flavored products risks shifting demand to unregulated channels, complicating enforcement and undermining public health goals.
Additionally, the Belgian retail federation Comeos is advocating a gradual phase-out of tobacco sales to younger generations, proposing a policy that would permanently ban purchases by anyone born on or after January 1, 2009.
The approach mirrors the UK’s “smoke-free generation” model and could also extend to vaping products, reducing tobacco use over time as older consumers age out of the market.
