Research by the Dutch RIVM’s Ina Hellmich shows that the colour of e‑cigarettes, in addition to sweet flavours, boosts their attractiveness and use. Participants reported that a red e‑cigarette tasted sweeter than the same product in white or brown, indicating that colour influences flavour perception before inhalation. Sweet e‑cigarette flavours were judged as attractive as sweet foods, with both smokers and non‑smokers rating them highly, while savoury flavours were not appealing. The 2024 ban on non‑tobacco flavours reduced vaping among 40 % of users and caused 22 % to quit; the effect was similar across age groups. Hellmich recommends a neutral, standard design for e‑cigarettes, including the device and packaging, to limit appeal and curb cross‑border purchases.
© National Institute for Public Health and the Environment (RIVM).
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