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 survey from the Danish Health Authority.
"The report clearly shows that the flavour bans are not working," says Jeanett Andersen, Communications Manager at retailer Gejser.
17 per cent of the Danish population smoke. 11 per cent do so daily and another 6 per cent do so occasionally. This is according to a report by the Danish Health Authority "Danes' smoking habits in 2024". A total of 10,641 people aged 15 to 79 years participated in the survey.
According to the report, smoking has decreased slightly, by 2%, since 2022, at least in terms of overall use. At the same time, the overall use of e-cigarettes has increased to the same extent. According to the report, an average of 6% 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 large differences between different age groups.
"E-cigarette use is highest among 15-29 year olds (12 %), slightly lower among 30-59 year olds (6 %) and lowest among respondents aged 60 or over (2 %). Thus, the use of e-cigarettes among 15-29 year olds has increased from 7 % in 2022 to 12 % in 2024." writes the National Board of Health and Welfare in its analysis.
Doubling - despite flavour ban
In 2022, the sale of e-cigarettes with anything other than menthol flavour or artificial tobacco was completely banned. These measures were put in place to tackle the use of e-cigarettes among minors in Denmark. However, figures now show that use among young people has doubled since the flavour ban was introduced.
More people choosing fruit flavours
When it comes to the choice of flavours, as many as 63% of respondents use 'fruit flavours'. 23% use what they call 'candy and soft drink flavours'. This is despite the fact that these flavours are banned from sale in Denmark. Of the permitted flavours 1TP8, 32% use menthol (unclear whether these mix with fruit and candy flavours) and 18% use artificial tobacco flavours.
"Completely opposite effect"
Jeanett Andersen is the communications manager at retailer Gejser, which runs around 50 stores in Denmark and an online shop. And she believes that the flavour ban has had the opposite effect to what was intended.
"Since the last survey in 2022, the use of fruit flavours has increased from 47 to 63% in the adult population. Among young people and minors, it has increased from 67 to 82 per cent," notes Jeanett Andersen.
While the use of illegal flavours has increased, the share of 'legal' flavours has decreased.
"After the flavour ban, the use of menthol flavours in e-cigarettes has decreased from 34 to 32% and the use of tobacco flavours has decreased from 23 to 18%." says Jeanett Andersen to Vejpkollen
"The legislation is a disaster"
The Danish Health Authority does not analyse the development in more detail, other than to mention that the flavour ban was introduced in 2022, but that it nevertheless chose to have "fruit flavours" and "sweets and soft drinks flavours" as response options in the questionnaires.
"The report clearly shows that flavour bans are not working and that the legislation is a disaster. Use among minors is increasing, they are mainly using the flavours that are already banned while the law prevents adults who want to quit smoking from legally using the flavours they prefer to do so. It has all become a mess," says Jeanett Andersen.
Tougher rules on the way
According to Jeanett Andersen, it is clear that flavour bans only benefit the growing black market. As Vejpkollen previously reported, the illicit trade in e-cigarettes among children and young people in Denmark has steadily increased in recent years.
"If the government thinks they are going to solve the problem of youth smoking, they need to think a few steps further. It's worrying and almost laughable that they now want to introduce similar bans on nicotine pouches," she told Vejpkollen.
In 2025, the Danish government will introduce even stricter rules for e-cigarettes. From 1 July, it will be forbidden to vejpa in places where smoking is prohibited. It will also be illegal to mention anything about flavours on the already neutral packaging.
