Belgium will ban flavoured vapes from 1 September 2028, in a move ministers say is aimed at reducing youth uptake.
The decision, approved by the federal government, means only tobacco or neutral flavours will be permitted. Popular options such as bubblegum, cola and fruit will be removed from the market.
Health minister Frank Vandenbroucke said the policy is designed to make vaping less appealing to young people, amid rising use among teenagers.
Focus on youth uptake
Ministers argue that sweet flavours play a key role in attracting younger users and can mask potential risks.
Recent figures show more than one in three people aged 15 to 20 in Belgium have tried a vape. The government believes removing flavours will reduce that appeal.
Vandenbroucke has previously warned the industry is targeting a new generation, arguing that flavourings disguise the dangers while exposing users to addictive and potentially toxic substances.
The decision follows advice from Belgium’s Superior Health Council, which recommended strict limits on vape flavours as part of a wider effort to curb youth use.
Part of a wider tightening of policy
The flavour ban marks the latest step in a broader shift in Belgium’s approach to vaping.
The country has already banned disposable vapes and is pushing for tougher rules at EU level, including stricter limits on ingredients and wider restrictions on products.
Ministers have also pointed to the Netherlands, where a similar flavour ban has been introduced, saying early indications suggest some users have cut down or quit.
However, robust long-term data on the impact of flavour restrictions remains limited.
Concerns over unintended consequences
The delayed start date of 2028 reflects the need to complete EU procedures and allow retailers time to clear existing stock.
Retail groups have strongly criticised the move. Perstablo warned the policy could boost the illegal market and have “disastrous consequences”. Concerns about unintended effects have already been raised following Belgium’s disposable vape ban.
Enforcement data shows illegal products have continued to circulate, with large numbers of unregulated devices seized and some still reaching young people.
Belgium’s recent experience with enforcement highlights the scale of the challenge. Since introducing a ban on disposable vapes in January 2025, authorities have seized more than 140,000 illegal devices and carried out nearly 2,400 inspections across shops and online sellers, with illegal products found in hundreds of cases.
Nearly 600 official reports have been filed and multiple retailers temporarily closed. The figures underline how difficult it can be to control supply once restrictions are introduced, particularly in urban areas where compliance has varied significantly.
Balancing policy and harm reduction
Belgium’s approach reflects a growing trend in parts of Europe towards tighter restrictions on vaping, particularly around flavours.
While the measures are framed around youth protection, critics argue that limiting flavours could also affect adult smokers who rely on a range of options when switching away from cigarettes.
