Romania has enacted Law 232/2024, banning the advertising of electronic cigarettes, heated tobacco devices, and nicotine pouches. The regulations, which took effect on July 25, 2024, restrict marketing on television, radio, and in public spaces to protect minors from exposure to nicotine products.
The Chamber of Deputies passed the bill with 269 votes in favor, two against, and three abstentions. The legislation amends Advertising Law 148/2000 and Audiovisual Law 504/2002, expanding previous restrictions that only targeted traditional tobacco products.
Under the rules, explicit advertising for vaping and heated tobacco products is prohibited during radio and television broadcasts, as well as on public transport tickets. Furthermore, marketing is banned on the premises of educational and healthcare facilities, or within a 200-meter radius of their entrances.
The law also restricts advertising targeting minors. It bans promotions in publications aimed at youth, and in theaters during performances for minors. Ads cannot depict minors using these products, suggest therapeutic or sedative properties, or omit health warnings written in Romanian.
Violations carry financial penalties. Non-compliance with the Advertising Law can result in fines up to €800, alongside advertising bans or forced retraction notices. Violating the Audiovisual Law carries steeper fines, ranging from €2,000 to €40,000, with repeated offenses risking additional broadcast sanctions.
This legislation follows previous efforts to regulate alternative nicotine products. Earlier in 2024, Romania passed Law 64/2024, which prohibited the sale of electronic cigarettes and nicotine pouches to minors. The latest advertising ban aims to reduce youth exposure to street marketing and curb rising interest in smoking.
