The Dutch public health institute (RIVM) has called on the government to mandate neutral designs for all vapes. This recommendation follows new Ph.D. research by Ina Hellmich at Wageningen University & Research, which demonstrates that bright colors and sweet flavors significantly increase e-cigarette appeal, even among non-smokers.
Hellmich’s study revealed a strong psychological link between a device’s appearance and its perceived taste. Test subjects reported that a red e-cigarette tasted sweeter than a white or brown one, even when both contained the exact same tobacco flavor.
Additionally, the research found that sweet vape flavors are experienced as being just as appealing as sweet foods. Both smokers and non-smokers found these sweet profiles “highly appealing,” while neither group showed interest in savory flavors.
The Netherlands implemented a ban on flavored vapes in 2024. While effective—causing 40% of users to vape less and 22% to quit entirely—many users continue to source sweet flavors from abroad. To close this loophole, RIVM advocates for a Europe-wide mandate on standardized, neutral vape appearances to make the products fundamentally less attractive.
