As Latvia enacts stricter regulations on tobacco products, including vapes and nicotine pouches, the nation’s tobacco industry is scrambling to navigate the new law by seeking potential loopholes.
The legislation, effective from January 2025, prohibits the sale of tobacco products, including disposable vapes, refillable e-cigarettes, and nicotine pouches, to individuals under the age of 20. In addition, vaping products will be required to be sold without flavors, or only with the taste and aroma of tobacco.
The new rules also impose restrictions on nicotine pouches, mandating a reduction in their nicotine content. This comprehensive set of measures aims to reduce tobacco consumption and curb the rise of vaping, particularly among young people. However, businesses in the sector are already working hard to find ways around the new regulations.
An investigation by Latvian public broadcaster Latvijas Televīzija uncovered that some companies are exploring creative ways to bypass the law. One prominent example includes a company selling refill cartridges for vaping products, which is reportedly planning to offer separate bottles of nicotine and flavoring for customers to mix themselves. This workaround could allow businesses to continue selling popular products while complying with the letter, if not the spirit, of the law.
Jekaterina Smirnova, a representative of Ecodumas, an e-cigarette company, commented, “Certainly, after the New Year, there will be alternatives that can be offered to the client. While the range might initially be limited, we plan to gradually expand the options over time.”
The country’s Traditional and Smokeless Tobacco Products Association, which has long opposed the ban, has raised concerns about the law’s effectiveness. Association board member Anrijs Matiss pointed out that individuals could still potentially access tobacco products through informal channels, such as via friends and family traveling abroad or through underground online markets like Telegram. He estimated that Latvia’s state budget could lose around €10 million annually due to reduced tobacco sales.
This new legislation is part of Latvia’s effort to align with broader EU goals aimed at reducing smoking rates across Europe. According to the World Health Organization (WHO), smoking is the leading cause of death in Europe, responsible for over one million deaths each year. In response, the European Union’s Beating Cancer Plan aims to create a “tobacco-free generation” by 2040, with a target of reducing tobacco use by 30% by 2025.
In December 2024, the EU Council adopted new, non-binding recommendations on tobacco and aerosol restrictions, which include proposals for stronger protections against second-hand smoke and the introduction of public smoking bans. These measures are designed to not only safeguard public health but also encourage current smokers to quit.
Latvia’s move reflects a wider European trend of increasing regulation on tobacco products. In the Netherlands, authorities have announced plans to ban filter cigarettes, while Belgium has introduced measures that will see supermarkets stop selling tobacco products starting in 2025.
The implementation of these regulations is expected to significantly impact the tobacco market, especially in the wake of widespread concerns about the health effects of smoking and vaping. As governments across the EU continue to introduce new measures, the question remains: how will the tobacco industry adapt to these evolving regulations?
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