A study by the SKDS research center shows that 23% of Latvian residents observed a rise in illegal purchases among their acquaintances after the state imposed restrictions on smokeless tobacco and electronic cigarettes. Conducted between April 24 and May 19 among 2,005 permanent residents aged 20 to 75, the data indicates that sales bans are displacing consumers into unregulated channels.
Effective January 1, 2025, Latvia banned the sale of flavored e-liquids and certain tobacco substitutes while raising the minimum purchasing age to 20. Rather than stopping nicotine use, consumer behavior shifted across several informal alternatives.
Consumer Response to Latvia’s Nicotine Restrictions
The SKDS survey tracked the direct behavioral outcomes among consumers following the implementation of the restrictions:
| Consumer Action | Share of Respondents |
|---|---|
| Turned to the illegal market | 23% |
| Switched to other legal smokeless alternatives | 23% |
| Purchased products abroad (cross-border shopping) | 20% |
| Returned to combustible cigarettes | 9% |
| Completely quit tobacco and nicotine products | 3% |
Evasion trends were particularly pronounced among young adults. In the 20–24 age group, more than half of participants reported that their peers began acquiring smokeless products abroad or via illegal sellers.
Public Skepticism Toward Prohibition Policies
The survey revealed widespread doubt regarding the Ministry of Health’s approach. A total of 64% of respondents labeled current state policies on smoking reduction as ineffective, compared to just 14% who viewed them as effective.
When asked about alternative strategies, 69% of participants favored public health education over market prohibitions. Additionally, 48% stated that the government should allow adult smokers who cannot quit to access less harmful alternatives, while 29% opposed this approach.
Underage access remains a central public concern. Approximately 84% of respondents believe nicotine use among minors is widespread, with participants noting that adolescents primarily acquire products through adults (56%) or illegal online shops (49%).
