Ukraine’s ban on flavoured vapes has proved ineffective as users turn to homemade mixtures and unregulated sources, a new national survey shows.
The sale of flavoured vapes and e-liquids was banned in Ukraine in July 2023. But according to the research, 64 per cent of vapers continue to use flavoured products, and more than half (53.7 per cent) now mix their own flavours from individual ingredients.
The findings, presented by Taras Klymenko, head of the NGO European Choice of Ukraine, highlight a growing backlash against restrictive anti-vaping policies.
‘Impossible to control’
Speaking at a press conference, Klymenko explained that the shift to DIY vaping presents new public health concerns.
“In such a case it is impossible to control the concentration of harmful or even prohibited substances,” he said. “Therefore, it is important to conduct explanatory work among consumers and inform them about the potential risks of such products.”
The survey was conducted face-to-face across all Ukrainian regions, excluding temporarily occupied territories. It included 1,507 adult respondents and has a margin of error of 2.6 per cent.
Klymenko noted that homemade vape liquids have created an unregulated grey market, making it harder to monitor ingredients or enforce the ban. Ironically, the policy intended to protect consumers may now be increasing risks.
Public rejects prohibition-first approach
The data suggests a clear disconnect between government policy and public opinion. While 56.6 per cent of Ukrainians are aware of the flavour ban, nearly 80 per cent believe that bans alone don’t work. Instead, they favour education and access to safer alternatives.
Three quarters (76 per cent) of respondents say bans push people toward illegal or foreign markets. A similar number (78.5 per cent) believe the government should prioritise public awareness and support for switching to less harmful options, rather than enforcing blanket bans.
Just 0.2 per cent have stopped using flavoured products due to the ban, and only 0.1 per cent have quit smoking.
“Experience with electronic cigarettes has proven that bans are not always effective – we also need to control circulation and inform both young people and adults,” Klymenko added.
Banning safer alternatives while smoking persists
Under the current law, Ukraine prohibits all flavoured tobacco and vaping products, including those with fruit, menthol, caffeine, vitamins, or additives that produce coloured smoke. Meanwhile, conventional combustible cigarettes that are known to be far more harmful remain widely available.
Critics argue such restrictions could be undermining public health by limiting access to the very products many smokers use to quit.
Aligning with WHO goals – but at what cost?
Ukraine has been recognised as one of 74 countries implementing strong anti-smoking measures as part of the World Health Organisation (WHO) Framework Convention on Tobacco Control, which it ratified in 2006.
But experts warn that without a more progressive approach that includes regulated vaping, these efforts could fall short.
Globally, smoking has decreased from one in three adults in 2000 to one in five today. Much of that decline has been attributed to harm reduction tools like vapes. According to the WHO, 1.25 billion adults still use tobacco, underscoring the need for realistic, science-based policies.
Regulation is more effective
Ukraine’s experience mirrors a global trend: when flavoured vaping products are banned, black markets thrive and consumer safety suffers. Instead of enforcing prohibitions that fail, public health advocates are urging governments to focus on regulation, quality standards and education.
