Key Points
● On August 26, Imperial Brands released a new company-funded study analyzing over 230 peer-reviewed articles on non-tobacco flavoured e-cigarettes, published in the journal Cureus.
● The study found that non-tobacco flavours do not increase toxicological or addiction risks and may improve quit success among adult smokers while reducing relapse and dual use.
● The review also noted that flavour bans have shown limited impact on youth uptake, with some cases linked to increased cigarette sales and illicit trade activity.
● Spain’s recent push to ban all non-tobacco flavoured e-cigarettes and nicotine pouches has sparked opposition from seven EU member states and raised concerns from the European Commission over internal market violations.
2Firsts, August 27, 2025 — On August 26, Imperial Brands published a new literature review on its social media platforms, highlighting the role of flavoured e-cigarette products in supporting smoking cessation among adults. The company emphasized that non-tobacco flavours pose no greater health risks than tobacco-flavoured alternatives.
The study, funded by Imperial Brands, was published in the medical journal Cureus and co-authored by Ian M. Fearon (independent regulatory science consultant), along with Matthew Stevenson and Thomas Nahde, both affiliated with Imperial Brands and its subsidiary Reemtsma. The review analyzed over 230 peer-reviewed studies on non-tobacco-flavoured e-cigarettes, covering five main dimensions: toxicology, addictiveness, cessation effectiveness, youth usage behaviour, and the impact of existing regulatory policies.
The study states: “Regulatory frameworks that aim to encourage adult smokers to switch should retain flavour diversity.”
Key Findings: Flavours as Harm Reduction Enablers
The review systematically examined scientific evidence regarding non-tobacco flavours in e-cigarettes. Its core findings include:
1. No Increased Toxicity or Addictiveness
a. Current evidence shows no significant difference in toxicological markers between non-tobacco and tobacco flavours.
b. No clear data support the notion that certain flavours increase nicotine dependence more than others.
2. Flavours May Enhance Switching Motivation
a. Behavioural studies indicate adult smokers favour fruit, mint, and dessert flavours, which may increase their motivation to try vaping.
b. Flavoured products are often perceived as transitional tools that help dissociate from the sensory cues of smoking, thereby reducing relapse risk.
3. User Preference Linked to Cessation Outcomes
a. More than 60% of adult vapers reportedly prefer non-tobacco flavours.
b. Flavour preferences have been reported to be associated with higher quit success rates and lower rates of dual use (using both cigarettes and e-cigarettes).
4. Youth Usage Typically Experimental
a. While flavoured products are appealing to youth, studies show:
i. Most youth use is infrequent or short-term;
ii. There is limited evidence that flavoured e-cigarettes lead to subsequent cigarette smoking.
5. Limited Impact of Flavour Bans, Potential Adverse Effects
a. Studies from the U.S., Canada, and other markets suggest:
i. Flavour bans have limited effectiveness in curbing youth usage;
ii. In some regions, cigarette sales increased post-ban;
iii. Illicit market activity rose, weakening product quality controls and youth protection mechanisms.
6. Policy Recommendation: Maintain Flavour Variety to Maximize Public Health Gains
a. The review concludes that while protecting youth remains important, the potential role of flavours in adult smoking cessation must not be overlooked.
b. “Maintaining flavour variety is a critical element in maximizing harm reduction outcomes.”
Behavioural Studies on blu: Evidence of Reduced Smoking
Prior to this literature review, Imperial Brands released findings from two behavioural studies on its blu vaping products, assessing their real-world impact on adult smokers without prior intentions to quit. Key results include:
● After one week, average daily cigarette consumption dropped by nearly 29%;
● Over a six-week trial, about 40% of users reduced smoking by half or quit completely;
● Fruit and mint flavours were reported as key factors in continued blu use and avoiding relapse;
● Over 60% of respondents cited flavours as a primary reason for choosing blu long term.
Researchers noted that these “real-world” behavioural studies provide a valuable perspective in assessing the public health potential of e-cigarette products.
Further Reading: 2Firsts Interview | Adding Evidence: How Two Recent Blu Studies Strengthen the Case for NGPs As THR Tools
Spain Pushes Flavour Ban, EU Disagreement Intensifies
Shortly before the release of the new study, a flavour-related policy debate reignited at the EU level. The Spanish government reaffirmed its plan to ban the nationwide sale of all non-tobacco-flavoured e-cigarettes and nicotine pouches. At a recent press conference, Spain’s Health Minister Mónica García stated that flavoured products are “leading a new generation into addiction,” justifying a comprehensive ban.
The proposal has drawn sharp criticism in Brussels. Seven EU member states — including Italy, Sweden, and the Czech Republic — have jointly opposed the measure, arguing that it breaches the EU’s core principle of free movement of goods. A senior European Commission health official warned that the draft law’s design flaws may undermine public health objectives.
Several national representatives stressed that non-tobacco flavours play a clear role in adult smoking cessation and should be carefully weighed in future regulatory approaches.
Industry groups such as Tobacco Europe have noted that flavoured products may play a positive role in helping adults switch to smoke-free alternatives and cautioned that overly strict regulations could risk stimulating illicit markets.
Further Reading: 2Firsts Interview | Duties, Due Diligence and Dialogue: Tobacco Europe’s Nathalie Darge Evaluates the EU Nicotine Sector’s Greatest Challenges
2Firsts will continue monitoring further developments.
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