A new report from the Danish Health Authority (Sundhedsstyrelsen), titled “Danes’ smoking habits in 2024,” reveals that strict flavor restrictions have failed to prevent a sharp rise in youth vaping. The study, which surveyed 10,641 participants aged 15 to 79, shows that e-cigarette use among young adults has nearly doubled over the past two years.
In 2022, Denmark banned all e-cigarette flavors except for tobacco and menthol to deter youth initiation. However, the latest data indicates that these restrictions have instead pushed consumers toward unregulated channels, leaving the overall nicotine consumption rate stable while shifting users from legal retail to the black market.
The Failure of the 2022 Flavor Ban
The 2022 legislation aimed to eliminate youth-appealing flavors. Yet, the Sundhedsstyrelsen data shows that banned flavors remain the most popular choices among Danish vapers.
According to the survey, 63% of vapers prefer fruit flavors, and 23% opt for candy or soda flavors. In contrast, legal options are far less popular: only 32% use legal menthol, and just 18% use artificial tobacco flavors.
Jeanett Andersen, Communications Manager at Danish vape retailer Gejser, noted that the use of fruit flavors among youth and minors actually increased from 67% to 82% after the ban was implemented. “The report clearly shows that flavor bans are not working and that the legislation is a disaster,” Andersen stated, adding that the law prevents adult smokers from accessing legal alternatives while failing to protect minors.
The Rise of an Uncontrolled Black Market
Industry representatives warn that the primary consequence of the flavor ban is the growth of an unregulated illicit market. Inger Schroll-Fleischer, Secretary-General of the Danish industry organization Nikotinbranchen, warned that the illegal vape market in Denmark is now “out of control.”
“An illegal market does not take age limits, excises, product control, or safety into consideration and will sell to anyone, including very young minors,” Schroll-Fleischer explained.
Patrik Strömer, Secretary-General of the Association of Swedish Snus Manufacturers, echoed these concerns, stating that the Danish situation serves as a warning that bans often produce the opposite of their intended effect. Strömer pointed to Sweden as a successful alternative model, where the acceptance of tobacco harm reduction has helped the country move closer to becoming smoke-free.
Vaping as a Smoking Cessation Tool
The Danish Health Authority’s report also highlights the role of e-cigarettes in smoking cessation. Among daily vapers, 52% report using e-cigarettes to reduce their tobacco consumption. Meanwhile, 57% of occasional vapers state they use the devices simply because they enjoy the taste.
While overall smoking in Denmark decreased by two percentage points between 2022 and 2024, overall vaping increased by the exact same margin (from 4% to 6%). This suggests that vapes are primarily serving as a substitute for combustible cigarettes rather than acting as a gateway to new nicotine addiction for the broader population.
Even Stricter Regulations Planned for 2025
Despite evidence that the current restrictions have fueled the black market, the Danish government plans to introduce even tighter regulations.
Starting July 1, 2025, vaping will be banned in all smoke-free zones. Additionally, the government will make it illegal to mention flavors on product packaging, even on neutral, standardized packs. Policymakers are also considering extending flavor bans to other smoke-free alternatives, such as nicotine pouches.
