Big Question 9 - What is the Role of Flavours in Smokeless Products and THR?

Flavours must be adult orientated

Flavours that have no relevance to adult smokers do not belong in Smokeless Products, especially flavours with predominant appeal to the underaged. The flavours used by adult Vapour Product consumers in the UK in 2023 were assessed by Action on Smoking and Health (ASH) which found that approximately 80% of adults use Fruit, Mint / Menthol, and Tobacco flavours.^[2] That’s why we propose limiting flavours to adultorientated flavours and support an outright ban on Smokeless Product flavours such as confectionery, candylike, desserts or soft drink brands.

This approach recognises the role of flavours as an important driver of adoption for adult smokers seeking alternatives, while ensuring the removal of specific flavours that appeal predominantly to anyone underage.

Toxicological assessment of our flavours

Our product stewardship process includes a scientific assessment of flavours. We assess our flavours in both consumables (Heated Product consumables, Vapour e-liquids and Oral Nicotine Pouches) and product aerosols (Heated and Vapour Products) to understand the impact on these ingredients the aerosolisation process has.

Scientific evidence underscores the importance of flavours to adult smokers making the switch

Vapour Products, which entered the market in Europe in 2006 and the U.S. in 2007, are available with a wide array of e-liquid flavours.

A review of U.S. flavour usage was conducted by Mok et al., who ranked an order of ‘mint/menthol’, ‘other flavours’ (e.g. Fruit), and ‘unflavoured / tobacco’ flavour in terms of transitioning away from smoking. This research illustrates the benefit of Vapour Products and flavours in reducing smoking.^[5]

Figure 2. A framework for flavours in Tobacco Harm Reduction

Flavours must have adult-orientated flavour descriptors

Descriptors for flavours should describe the particular flavour that is in the product in a factual style.

Flavours must have adult-orientated packaging

Packaging that looks like sweets or toys doesn’t belong on tobacco or nicotine products. That’s why our packaging is adult-orientated and simplistic in its design, so that it does not appeal to the underaged.

Retail enforcement is required to prevent underage access

We support restrictions on where and how tobacco and nicotine products are sold in the UK like the ones used to restrict the sale of alcohol. This would require those who sell vapes, for example, to have a retail licence which would be revoked if they were found to be selling to anyone underage. Retailers would also have to demonstrate to Trading Standards that they observe either Challenge 25 protocols or fit new technologies at point-of-sale locations which verify age, such as facial recognition cameras.

Recommendations and steps forward

We recognise that flavours in tobacco products have been a topic of public discussion for many decades. This attention is exacerbated by the growing popularity of Vapour Products, specifically in terms of the wide variety of e-liquid flavours available. We believe that it is essential for regulation to strike a clear balance between providing options to suit adult preferences, and ensuring we have responsible marketing practices and technologies to safeguard against underage use. 

Flavours play a critical role in ensuring adult consumers have a suitable alternative to more harmful tobacco products, such as combustible cigarettes.

Adult-orientated flavours can be instrumental in harm reduction strategies by further encouraging adult smokers who would otherwise continue to smoke to switch to alternatives. Partnered with a successful Underage Access Prevention (UAP) technology and campaign, as well as regulatory oversight, flavours should be recognised as a means to encourage adult tobacco consumers to move down the risk continuum and be considered as part of an holistic Tobacco Harm Reduction approach.