The use of e-cigarettes among young people has increased dramatically in Denmark. This is despite the fact that a comprehensive flavour ban and other restrictions have been introduced. This is according to the latest study from the Danish Health Authority.
"The report clearly shows that the flavour bans don't work," says Jeanett Andersen, Communications Manager at retailer Gejser.
17 per cent of the Danish population smoke. 11 per cent do it daily and a further 6 per cent do it occasionally. This is according to a report from the Danish Health Authority "Danes' Smoking Habits 2024". In total, 10,641 people aged 15 to 79 years participated in the survey.
According to the report, smoking has decreased slightly, by 2 per cent, since 2022, at least in terms of overall consumption. At the same time, the total consumption of e-cigarettes has increased to the same extent. According to the report, an average of 6 per cent of Danes use e-cigarettes daily or occasionally. Of these, almost half prefer tank and refill systems, while 42% prefer disposable models.
At the same time, there are big differences between the different age groups.
"The use of e-cigarettes is highest among 15-29 year olds (12 %), slightly lower among 30-59 year olds (6 %) and lowest among respondents aged 60 or older (2 %). The consumption of e-cigarettes among 15-29-year-olds has thus increased from 7 % in 2022 to 12 % in 2024," writes the Danish Health Authority in its analysis.
Doubled - despite flavour ban
In 2022, the sale of e-cigarettes with flavours other than menthol or artificial tobacco was completely banned. The measure was introduced to combat the use of e-cigarettes among minors in Denmark. However, figures now show that consumption among young people has instead doubled since the flavour ban was introduced.
More people are choosing fruit flavours
When it comes to choice of flavour, 63 percent of respondents use 'fruit flavours'. 23 percent use what are called 'sweets and soda flavours'. This is despite the fact that these flavours are prohibited for sale in Denmark. Among the allowed flavours, 32% vape menthol (it's unclear if these mix with fruit and sweet flavours) and 18% use artificial tobacco flavours.
"Completely opposite effect"
Jeanett Andersen is Head of Communications at retailer Gejser, which operates around 50 stores in Denmark and an online store. She believes that the flavour ban has had the opposite of the intended effect.
"Since the last survey in 2022, consumption of fruit flavours has increased from 47 to 63 percent in the adult population. Among adolescents and minors, it has increased from 67 to 82 per cent," says Jeanett Andersen.
While the consumption of illegal flavours has increased, the proportion of those using 'legal' flavours has decreased. "After the flavour ban, the use of menthol flavours in e-cigarettes has dropped from 34 to 32 percent, and the use of tobacco flavours has dropped from 23 to 18 percent," says Jeanett Andersen to Vejpkollen/VapeTjek.
"The legislation is a disaster"
The Danish Health and Medicines Authority does not analyse the development further, other than to mention that the taste ban was introduced in 2022, but that despite this, they have chosen to have "fruit flavours" and "sweets and soft drink flavours" as response options in the surveys.
"The report clearly shows that the flavour bans are not working and that the legislation is a disaster. Consumption among minors is increasing, they mainly use the flavours that are already banned, while the law prevents adults who want to quit smoking from legally using the flavours they prefer for that purpose. It's all become a big mess," says Jeanett Andersen.
Stricter rules on the way
According to Jeanett Andersen, it is clear that the flavour bans only benefit the growing black market. As previously reported by Vejpkollen/VapeTjek, the illegal trade in e-cigarettes among children and young people in Denmark has increased steadily in recent years.
"If the government thinks they can solve the problem of youth consumption, they need to think a few steps further. It's worrying and almost ridiculous that they now want to introduce similar bans on nicotine pouches," she tells VapeTjek.
During 2025, the Danish government will introduce Even stricter rules for e-cigarettes. From 1 July it will be illegal to vape in places where smoking is prohibited. It will also be illegal to mention anything about flavours on the already neutral packaging.
