European governments are tightening restrictions on flavored vaping products, with Belgium set to ban all vape flavors except tobacco and unflavored varieties from 2028 as regulators across the region push for stricter nicotine controls. Photo credit Lindsay Fox CC2.0.
European governments continue to tighten restrictions on vaping products, with flavor bans spreading across the region and creating growing pressure on manufacturers, retailers and distributors.
Belgium has emerged as one of the most aggressive regulators in the European Union. The country became the first EU member state to ban disposable vapes when the measure took effect in January 2025. Brussels has since moved further. In April, Belgium’s federal government approved legislation that will prohibit all vape flavors except tobacco and unflavored products beginning September 1, 2028. Health minister Frank Vandenbroucke said the measure aims to “prevent a new generation from becoming dependent on tobacco.”
Belgium’s planned restrictions would align it more closely with neighboring Netherlands, which already enforces one of Europe’s strictest flavor bans. Dutch regulators allow only tobacco-flavored vaping products, and officials there have pushed for tougher EU-wide rules on e-cigarettes and nicotine products.
Several other European countries have either adopted or proposed similar restrictions. Finland, Denmark and Slovenia already restrict vape flavors, while Ireland has advanced legislation targeting flavored products.
Germany is also moving to tighten rules on cooling additives used in e-liquids, particularly substances that create menthol- or ice-like sensations without relying on traditional menthol flavoring. Regulators and public health advocates argue that the ingredients increase the appeal of vaping products, especially among younger consumers. Industry groups, however, say the proposed restrictions could effectively remove a large share of flavored products from the market because cooling agents feature prominently in many fruit-, mint- and beverage-style vape varieties.
The debate has intensified as Berlin considers broader measures tied to youth access and nicotine regulation. Retail groups and vape advocates have also warned that flavor bans could push consumers back toward combustible cigarettes or unauthorized products.
Belgium’s retailer association Perstablo criticized the country’s upcoming flavor restrictions, arguing they could strengthen illegal distribution networks and hurt legitimate businesses.
The European Commission is expected to revise the EU Tobacco Products Directive later this year, a process that could reshape vaping regulation across the bloc.