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    New Zealand Vape Reforms: Disposable Ban & Ad Rules

    New Zealand's new vaping laws effective June 17, 2025: disposable vape ban, ad restrictions & display limits to curb youth vaping.
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    New Zealand is set to implement a significant package of new vaping laws, effective June 17, 2025. These reforms, driven by escalating concerns over high youth vaping rates and the environmental impact of certain products, aim to reshape the country's approach to e-cigarettes. Key measures include a ban on disposable vapes, tighter marketing restrictions, and new rules for product visibility at retail. This comprehensive overhaul seeks to reduce vaping uptake among young people and support those trying to quit, but it also raises questions about potential unintended consequences and the ongoing challenge of industry compliance. This guide delves into the details of these new regulations, the evidence underpinning them, and what they mean for public health in Aotearoa.

    The Context: Soaring Youth Vaping Rates in Aotearoa

    The impetus for these stringent new measures is clear: youth vaping in Aotearoa has risen dramatically, particularly following the widespread availability of cheap, high-nicotine, and appealingly flavored disposable vapes since around 20191. Data indicates that Aotearoa has some of the highest youth vaping rates globally, nearly three times higher than comparable countries like Australia, Canada, and the USA4. The 2022/23 NZ Health Survey highlighted these concerns2, and research by ASH New Zealand from its Year 10 Snapshot Survey in 2023 further underscored the issue3. This trend is not without consequence; many young people who vape report experiencing adverse physical and mental health outcomes, including nicotine addiction5,6,7,8.

    In response, the coalition Government amended the Smokefree Environments and Regulated Products Act 1990 in December 2024, immediately increasing penalties for selling vapes to minors (under 18s). The new rules taking effect on June 17, 2025, represent the next significant phase of this regulatory tightening.

    Key Changes Effective June 17, 2025: A Detailed Look

    1. Reduced Vaping Product Visibility: "Out of Sight, Out of Mind"

    A major change is the restriction on how vaping products can be displayed at retail. From June 17th:

    • General Retailers (e.g., Dairies, Supermarkets, Petrol Stations): These outlets will no longer be able to display any vapes or vaping products. This aligns vaping point-of-sale regulations with the successful measures introduced for smoked tobacco products back in 2012.
    • Specialist Vape Retailers (SVRs): While SVRs may still display vaping products within their premises, these displays must not be visible from outside the store.
    • Online Stores: Online vape retailers will no longer be permitted to show images of vaping products on their websites accessible to the general public.

    The rationale behind these display bans is well-supported by tobacco control research. Numerous studies have demonstrated that tobacco point-of-sale display bans have effectively reduced youth smoking initiation and are associated with lower adult smoking prevalence9,10,11,13. The expectation is that similar measures for vaping products will significantly reduce young people's exposure, helping to put vapes "out of sight, and out of mind." Furthermore, limiting visual cues that can trigger cravings may also support individuals trying to quit vaping by reducing relapse triggers14.

    2. Tighter Marketing Restrictions: Curbing Youth Appeal

    The new regulations also introduce stricter controls on the marketing and promotion of vaping products. An earlier Briefing by the Public Health Communication Centre Aotearoa15 detailed how previous gaps allowed for marketing tactics attractive to youth. The upcoming changes will:

    • Limit product discounting.
    • Prohibit giveaways and free samples.
    • Restrict loyalty schemes.
    • Disallow the use of email newsletters to promote these types of offers.

    These measures target promotional strategies that likely attracted young, non-vaping customers. Comprehensive marketing restrictions for tobacco have been shown to reduce smoking uptake and contribute to cessation12; applying similar principles to vaping is expected to yield comparable positive outcomes.

    3. Ending Sales of Disposable Vapes: Addressing a Key Problem Product

    Perhaps the most high-profile change is the **ban on selling, offering for sale, manufacturing, supplying, or distributing disposable (single-use) vaping devices**. This aligns Aotearoa with other jurisdictions like Australia, Belgium, and England, which have recently introduced similar restrictions, although it's still early to fully assess their long-term impact in those regions.

    Disposable vapes have been overwhelmingly preferred by young people. A 2023 survey found that 65% of 16-19 year olds in New Zealand who vaped used disposable vapes most often, with an additional 16% using multiple product types likely including disposables4 (see Figure 1 in source). In contrast, data from the NZ ITC EASE survey (Oct-Dec 2022, see Appendix in source) showed that adults who smoke or recently quit were much less likely to primarily use disposable vapes (around 14.6% of recent quitters who vape and 25.7% of current smokers who also vape). Therefore, disallowing disposable vapes is anticipated to disproportionately affect young users.

    While disposable vapes are often inexpensive upfront (e.g., NZ$10 or less), reusable devices are more cost-effective over time. Thus, the ban is unlikely to financially disadvantage adult smokers using vaping for cessation. This policy mirrors the 1997 ban on sales of 10-pack cigarettes, which were favored by minors due to their lower price point, aiming to address how product affordability influences youth uptake16.

    However, the effectiveness of this specific measure in reducing overall youth vaping may be tempered. The vape industry has already introduced low-priced reusable pod systems(Source Link) and is likely to expand this category. Some experts argue that an excise tax would be a more effective tool than product design bans for reducing affordability16. Nevertheless, the environmental benefits of disallowing disposables are clear, as it will greatly reduce the toxic vape waste that poses serious environmental health risks17.

    Likely Impact on Public Health: Cautious Optimism and Lingering Concerns

    Drawing parallels with the known effects of tobacco control policies offers grounds for cautious optimism regarding the likely impact of these new vaping laws on reducing youth uptake12,13. If rigorously enforced, the new measures will reduce the visibility of vapes, potentially denormalize vaping, and limit the availability of cheap, youth-appealing disposable products. These changes are also likely to support the many individuals who regret starting to vape and are seeking to quit14,19,20.

    However, significant challenges remain. Critics have argued that people might revert to smoking if they cannot access their preferred (disposable) vape products18. While the provided data suggests only a small minority of adult former smokers who vape rely on disposables, this remains a consideration. More critically, **widespread industry non-compliance** with existing regulations poses a major threat to the effectiveness of these new measures21,22,23. The Ministry of Health has communicated the changes to retailers, but rigorous enforcement will be essential.

    Furthermore, while the new measures close some loopholes, they fall short of a fully comprehensive approach. Because vaping is highly addictive, experts argue that bespoke support for vaping cessation among young people is urgently needed. Additional measures, such as further reducing the number of vape stores, restricting their location near schools24, and addressing their clustering in low-income neighborhoods21,24, are also seen as necessary to tackle youth vaping comprehensively and reduce existing inequities3.

    Conclusion: A Step Forward, But The Journey Continues

    Aotearoa New Zealand's new vaping laws, effective June 17, 2025, represent a significant step towards curbing youth vaping and addressing the environmental impact of disposable devices. The restrictions on product visibility and marketing, alongside the ban on single-use vapes, align with successful tobacco control strategies and are predicted to reduce youth uptake and support quit attempts.

    However, the success of these reforms hinges on **rigorous enforcement** to combat industry non-compliance. While the ban on disposables is a welcome move for environmental health and removes a youth-favored product category, the ready availability of low-cost reusable alternatives may temper its overall impact on youth vaping prevalence without further measures. Detailed monitoring and policy evaluation will be essential to measure effectiveness and identify any unintended consequences, such as shifts in the illicit market or impacts on adult smoking cessation rates. While these new laws close important loopholes, a truly comprehensive approach to tackling youth vaping will require ongoing vigilance, further regulatory refinement, and dedicated support services for young people struggling with nicotine addiction.

    References

    1. Edwards R, Hoek J, Waa A, et al. (2023). What is happening with vaping among adolescents and young adults in Aotearoa? The Briefing. Wellington: Public Health Communications Centre Aotearoa. https://www.phcc.org.nz/briefing/what-happening-vaping-among-adolescents-and-young-adults-aotearoa
    2. Nip J, Hoek J, Waa A. (2023). Vaping prevalence and trends: Key findings in the 2022-23 NZ Health Survey. The Briefing. Wellington: Public Health Communication Centre Aotearoa. www.phcc.org.nz/briefing/vaping-prevalence-and-trends-key-findings-2022-23-nz-health-survey
    3. ASH (NZ). (2023). ASH Year 10 Snapshot Survey 2023. Topline - Youth Smoking and Vaping. Auckland ASH New Zealand. www.ash.org.nz/ash_year_10
    4. Hammond D, Reid JL, Burkhalter R, et al. (2024). Trends in smoking and vaping among young people: Findings from the ITC Youth & Young Adult Tobacco and Vaping Survey, 2017 - 2023. Waterloo, Canada: University of Waterloo.
    5. Graham-DeMello A, Sloan O, Frost K, et al. (2024). Young people's experiences of addiction to nicotine vaping products: A qualitative analysis from Aotearoa New Zealand. Drug Alcohol Rev. https://doi.org/10.1111/dar.13902
    6. Graham-DeMello A, Sanders C, Hosking R, et al. (2025). Lived experiences of stigma and altered self-perceptions among young people who are addicted to ENDS: a qualitative study from Aotearoa New Zealand. Tob Control. doi: 10.1136/tc-2024-058946
    7. Meister M, He X, Noel A, et al. (2025). Beyond the puff: health consequences of vaping. Inhal Toxicol, 1-14. doi: 10.1080/08958378.2025.2500646
    8. Kang W, Malvaso A. (2024). Understanding the longitudinal associations between e-cigarette use and general mental health, social dysfunction and anhedonia, depression and anxiety, and loss of confidence in a sample from the UK: A linear mixed effect examination. J Affect Disord, 346, 200-05. doi: 10.1016/j.jad.2023.11.013
    9. Edwards R, Ajmal A, Healey B, et al. (2017). Impact of removing point-of-sale tobacco displays: Data from a New Zealand youth survey. Tob Control, 26(4), 392-98. doi: 10.1136/tobaccocontrol-2015-052764
    10. Dunlop S, Kite J, Grunseit A, et al. (2015). Out of Sight and Out of Mind? Evaluating the Impact of Point-of-Sale Tobacco Display Bans on Smoking-Related Beliefs and Behaviors in a Sample of Australian Adolescents and Young Adults. Nicotine Tobacco Res, 17(7), 761-68.
    11. Robertson L, Cameron C, McGee R, et al. (2016). Point-of-sale tobacco promotion and youth smoking: a meta-analysis. Tob Control, 25(e2), e83-e89. doi: 10.1136/tobaccocontrol-2015-052586
    12. Saad C, Cheng BH, Takamizawa R, et al. (2025). Effectiveness of tobacco advertising, promotion and sponsorship bans on smoking prevalence, initiation and cessation: a systematic review and meta-analysis. Tob Control. doi: 10.1136/tc-2024-058903
    13. Van Hurck MM, Nuyts PAW, Monshouwer K, et al. (2019). Impact of removing point-of-sale tobacco displays on smoking behaviour among adolescents in Europe: a quasi-experimental study. Tob Control, 28(4), 401-08. doi: 10.1136/tobaccocontrol-2018-054271
    14. Usidame B, Xie Y, Thrasher JF, et al. (2023). Differential impact of the Canadian point-of-sale tobacco display bans on quit attempts and smoking cessation outcomes by sex, income and education: longitudinal findings from the ITC Canada Survey. Tob Control, 32(5), 599-606. doi: 10.1136/tobaccocontrol-2021-056805
    15. Hoek J, Gendall P, Gifford H, et al. (2012). Tobacco branding, plain packaging, pictorial warnings, and symbolic consumption. Qual Health Res, 22(5), 630-9. doi: 10.1177/1049732311431070
    16. Pesko MF, Huang J, Johnston LD, et al. (2018). E-cigarette price sensitivity among middle- and high-school students: evidence from monitoring the future. Addiction, 113(5), 896-906. doi: 10.1111/add.14119
    17. Bhetuwal A, Bullen C. (2025). Disposable vapes: An emerging environmental health threat. The Briefing. Wellington Public Health Communication Centre. www.phcc.org.nz/briefing/disposable-vapes-emerging-environmental-health-threat
    18. Taylor E, Tattan-Birch H, East K. (2025). England's disposable vape ban: An inadequate solution to youth vaping with potential unintended consequences. Addiction, 120(3), 402-04. doi: 10.1111/add.16756
    19. Hammond D, Reid JL, Rynard VL, et al. (2021). Indicators of dependence and efforts to quit vaping and smoking among youth in Canada, England and the USA. Tob Control. doi: 10.1136/tobaccocontrol-2020-056269
    20. Zhou F, Warren J, Goodyear-Smith F. (2025). Vaping and smoking in adolescents 14 and under in Aotearoa New Zealand: cross-sectional study of e-screening data. J Prim Health Care. doi: 10.1071/hc24128
    21. Ball J, Katoa L, Hoek J. (2024). Specialist vape store audit reveals poor compliance with new e-cigarette regulations. New Zealand Medical Journal, 137(1596), 72-85. Link via ProQuest
    22. Alam A, Henriksen L, Johnson TO, et al. (2025). Early assessment of compliance with California's flavoured tobacco sales prohibition: evidence from vape shops. Tob Control. doi: 10.1136/tc-2024-059047
    23. Gartner CE. (2025). Industry responds to Australia's disposable vape import ban with cheap alternatives and encouraging illegal imports. Tob Control, 34(3), 419. doi: 10.1136/tc-2024-058647
    24. Waterman I, Marek L, Ahuriri-Driscoll A, et al. (2024). Investigating the spatial and temporal variation of vape retailer provision in New Zealand: A cross-sectional and nationwide study. Soc Sci Med, 349, 116848. doi: 10.1016/j.socscimed.2024.116848
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