Media release: Study of online retailers finds gaps in vape flavour rule compliance

Youth vaping remains a significant public health concern in Aotearoa New Zealand, with new research showing that regulations designed to reduce the appeal of vaping products to young people are not being consistently followed.

In the latest Briefing from the Public Health Communication Centre, researchers analysed nearly 7000 vape products across 22 online retailers to assess compliance with 2024 regulations restricting flavour names. The study found that more than one in four products (25.8%) breached the rules, and only four retailers of the 22 were fully compliant nine months after the regulations came into force.

Breaches included the continued use of youth-oriented descriptors such as “candy”, “cola” and “ice”, as well as tactics that combined prohibited and permitted terms to work around the restrictions.

Researchers from the University of Auckland say the findings highlight gaps in enforcement and limitations in the current policy approach.

“These regulations were intended to reduce the appeal of vaping to young people, but our findings show that non-compliance is widespread and that retailers are continuing to use strategies that attract youth,” says lead author Dr Lucy Hardie.

Even among products that complied with naming rules, sweet and fruity flavours dominated, making up 78.9% of available options. These flavour profiles are known to increase appeal among young people and may reduce perceptions of harm.

Youth vaping has increased rapidly in Aotearoa New Zealand. Daily use among 15–24-year-olds rose from 4.3% in 2019 to 20.3% in 2025. Among younger rangatahi aged 14–15 years, inequities are evident, with daily vaping prevalence at 16.5% for Māori compared with 4.7% for Pākehā/European students.

Researchers say the findings suggest that focusing only on flavour names is unlikely to sufficiently reduce youth appeal.

Dr Hardie says limiting flavour names alone still allows a wide range of sweet and fruit-based products to be marketed. “Stronger measures that address the actual composition of flavours, alongside effective enforcement, could be more effective.”

The Briefing notes that other jurisdictions have taken more comprehensive approaches, including banning flavours altogether or restricting ingredients that can be used in vape products.