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In recent years, European countries have tightened regulations on e-cigarette flavors. Fruit, candy, and other sweet profiles are considered highly appealing to young people and have therefore become the primary target of restrictions. As of 2025, eight European countries have enacted nationwide flavor bans, while five more are actively debating or preparing legislation. At the same time, the EU’s EPSCO Council has placed the issue on its agenda, raising the prospect that the next revision of the Tobacco Products Directive (TPD) could deliver a unified framework across Europe.
Finland amended the Tobacco Act 549/2016 (Tupakkalaki 549/2016) in 2016, becoming the first country in Europe to prohibit all characterizing flavors in e-liquids. Only tobacco remains legal; menthol is also banned.
Estonia revised its Tobacco Act in 2019, and since 2020 has allowed only tobacco and menthol flavors, banning all others.
Denmark adopted amendments in 2020, and from April 2022, Section 25a of the E-Cigarette Act has been in force, prohibiting all flavors except tobacco and menthol.
Lithuania passed amendments to the Tobacco Control Law in June 2021, with effect from July 2022, banning all non-tobacco flavors. Menthol is explicitly included in the prohibition.
Hungary adopted Act XCVIII of 2020 and further tightened restrictions in 2023. All flavored e-liquids are banned, leaving only tobacco, with no exception for menthol.
The Netherlands amended the Tobacco and Smoking Products Act in 2022, creating a positive list of 16 approved substances. From January 2024, only tobacco-flavored e-liquids derived from these substances will remain legal; menthol is not on the list.
Slovenia amended the ZOUTPI (Restrictions on the Use of Tobacco and Related Products Act) at the end of 2023. The ban has been phased in since 2024 and will be fully enforced in 2025, covering all non-tobacco flavors, including menthol.
Latvia amended its Tobacco Products Act in 2023, and as of January 2025, all non-tobacco flavors are prohibited, menthol included.
Note: Beyond Europe, explicit flavor restrictions have so far been implemented in China, Australia, and New Zealand, as well as in several U.S. states such as California, New York, and Massachusetts.
Spain concluded a public consultation in late 2024 on proposed amendments to Royal Decree 579/2017. The draft would prohibit all non-tobacco flavors. If adopted, restrictions could take effect as early as 2026.
France banned disposable e-cigarettes in February 2025. Broader restrictions on e-liquid flavors are under active debate in parliament, but no final bill has yet been tabled.
Belgium released an expert evaluation through the Federal Public Health Service in 2024, recommending restrictions on sweet and beverage-style flavors. The proposal has been discussed in parliamentary committee hearings, but remains at an early stage.
Portugal held its first parliamentary debate on flavor restrictions in November 2024. The draft proposal would allow only tobacco and menthol, but it has not yet moved to a vote.
Greece saw Health Minister Adonis Georgiadis declare in 2025 his support for banning all flavored e-liquids except tobacco and menthol. A formal bill has not yet been introduced.
At the EU level, Latvia and Denmark jointly submitted proposals to the EPSCO Council in early 2025, calling for a bloc-wide flavor ban and tighter controls on cross-border sales. The initiative has attracted support from France, Germany, Spain, and others, signaling that the next TPD revision may incorporate a harmonized European standard.
In markets where bans are already in force, non-tobacco flavored products have been withdrawn, leading to a sharp reduction in variety. Some consumers have shifted to cross-border purchases, unregulated markets, or DIY mixing, while lawsuits have been filed in certain jurisdictions. Evidence on reductions in youth vaping remains limited, and adult smokers seeking flavored alternatives have fewer options, raising concerns about cessation outcomes.
Looking forward, momentum from France and Germany could accelerate movement toward an EU-wide prohibition. At the same time, countries such as Germany, Italy, and Sweden continue to operate under baseline TPD rules, highlighting Europe’s fragmented regulatory landscape. For companies and distributors, the priority is to strengthen tobacco-flavor portfolios and develop compliant alternatives, building resilience in a market where regulation is becoming increasingly restrictive.
Hangsen is the industry’s longest-established and most advanced manufacturer of tobacco-flavored e-liquids, with decades of expertise in tobacco flavoring science. The company maintains a comprehensive solutions portfolio, holding more than one hundred TPD-registered products across dozens of European markets. Each year, Hangsen produces hundreds of tons of tobacco-flavored e-liquids and provides end-to-end services, including white-label, private-label, and closed-system e-liquid development. In an environment where flavor policies are tightening, Hangsen offers forward-looking, strategic support to help brands achieve sustainable growth within a fully compliant framework.
To learn more about our OEM/ODM e-liquid solutions, contact us at service@hangsen.com
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