The recent proposed ban on flavored nicotine products (including e-cigarettes, vaporizers, etc.) in Oregon, USA, has sparked widespread discussion. The bill aims to ban the sale of flavored tobacco products such as fruits and candies that attract teenagers to reduce the risk of nicotine addiction among minors. Data shows that about 26% of 11th graders and 15% of 8th graders in Oregon have used flavored nicotine products, and the proportion of teenagers exposed to e-cigarettes has increased significantly in the past decade. Supporters believe that flavored products are “bait” for tobacco companies to attract young consumers, and the ban will effectively curb the trend of younger nicotine dependence.
However, opponents worry that the ban may give rise to black market transactions and increase the risk of adding harmful substances (such as fentanyl) to illegal products. In addition, some public health experts point out that e-cigarettes, as a substitute for traditional cigarettes, may help adult smokers reduce health hazards, but it is necessary to balance the protection of teenagers and the need for harm reduction.
Nicotine salt e-cigarettes have a soft taste, strong concealment, and added flavors such as fruits and candies, which significantly lowers the threshold for teenagers to try for the first time. Studies have shown that nicotine exposure may affect adolescent brain development and increase the risk of anxiety, depression and long-term addiction. According to data from the US CDC, more than 10% of high school students will use e-cigarettes in 2023, of which 85% choose flavored products.
Propylene glycol, glycerin and other e-cigarette liquids may produce harmful substances such as formaldehyde after heating, and the efficient absorption characteristics of nicotine salts may increase the risk of cardiovascular disease. Although e-cigarettes do not contain tar produced by the burning of traditional cigarettes, their long-term health effects are still not fully studied.
The US FDA has been wavering on e-cigarette policies in recent years: in 2024, it approved NJOY menthol flavored e-cigarettes, believing that they can reduce the harm of traditional smoking; but the World Health Organization (WHO) warned that tobacco companies are cultivating a new generation of nicotine addicts through flavored products.
As the world’s leading e-cigarette brand, VEEHOO publicly supports Oregon’s flavored nicotine ban and puts forward the following propositions: VEEHOO believes that the industry should actively avoid marketing to teenagers, and banning attractive flavorings is a key measure to block minors from accessing nicotine. VEEHOO calls for greater transparency of product ingredients and reducing the risk of nicotine dependence through technological innovation, such as developing low-concentration nicotine salts and nicotine-free atomization products. VEEHOO agrees with the evidence-based regulatory framework and recommends that the government and enterprises conduct long-term health research to clarify the reasonable positioning of e-cigarettes in the harm reduction path.
If the Oregon ban is passed, it may become a model for states in the United States to follow. However, the success of the policy depends on the coordination of three aspects: Enforcement strength: It is necessary to strictly prevent black market circulation and establish a cross-state cooperation mechanism. Public education: Strengthen youth’s awareness of the harm of nicotine and reduce product abuse in social scenarios. Industry transformation: Encourage companies to develop safer alternative products to avoid the impact of “one-size-fits-all” policies on the harm reduction process.
As an emerging industry, the regulation of e-cigarettes needs to seek a dynamic balance between public health, commercial interests and social responsibility. VEEHOO’s position shows that industry leaders can promote controversial issues to sustainable solutions by taking the initiative to assume social responsibility.
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