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Flavour ban on e-cigarettes upheld in court

A so-called flavour ban was added to the Dutch Tobacco and Tobacco Products Decree in 2022. This means it is prohibited to use flavour-determining additives as ingredients of nicotine-containing and non-nicotine-containing liquids for e-cigarettes.

Of the thousands of known additives, only 16 are exempted in the Ministerial Tobacco and Tobacco Products Regulation. These additives taste like tobacco or are in tobacco. And no flavour other than tobacco can be made with them. The idea is that tobacco-flavoured e-cigarettes can be used as a smoking cessation tool.

A UK tobacco goods manufacturer asked the court in The Hague to rule on the unlawfulness of the flavour ban. This ruled today (ECLI:NL:RBDHA:2024:17892).

Flavour ban or ingredient ban?

The recitals of the European Tobacco Products Directive express that the responsibility for regulating flavours of e-cigarettes remains with the member states and that the regulation of ingredients is a harmonised area. Thus, the Tobacco Products Directive does not apply to regulating flavours. Member states have more freedom in this regard.

In vain, the manufacturer is still trying to bring the flavour ban under the scope of the Tobacco Products Directive. This is because the manufacturer argues that the flavour banis shaped by a list of permitted ingredients. The court does not go along with this. The fact that the Tobacco Products Directive also lays down rules with which nicotine-containing liquids must comply does not mean that it is also the intention of the Tobacco Products Directive to harmonise the regulation of flavours. Indeed, the recitals expressly show the opposite.

Free movement of goods

One of the pillars of the European Union’s internal market is the principle of free movement of goods. This means that goods should be able to circulate in the internal market without internal borders and unjustified restrictions. The taste ban violates this.

However, not every infringement of the free movement of goods is unlawful. Article 36 TFEU allows an infringement of the free movement of goods, among other things, if the infringement is appropriate, necessary and proportionate. The latter means that the infringement is necessary to achieve the stated objective (of general interest) and that this objective cannot be achieved by measures less restrictive of the free movement of goods.

Taste ban necessary and appropriate

The court ruled that the necessity and appropriateness of the flavour ban have been sufficiently demonstrated by the State. E-cigarettes are harmful to (public) health. Only the degree of harmfulness is still subject to (some) scientific uncertainty. The attractiveness of flavours to young people is also sufficiently established. One study shows that flavours are an important reason for young people to try e-cigarettes. Another study shows that flavours reduce the perception of harm.

The manufacturer’s objections are of insufficient weight. For instance, according to the court, there is no unequivocal evidence that e-cigarettes (with flavours) are an effective means of quitting smoking. In any case, the effectiveness of e-cigarettes as a quitting tool is lower than other aids.

Taste ban proportionate

Against the extensive analysis of the appropriateness and necessity of the flavour ban, the court’s assessment of the proportionality of the flavour ban nevertheless compares rather poorly. The manufacturer had argued that less drastic measures with the same effect as the flavour ban were also conceivable. The manufacturer had pointed, among other things, to exclusive sales in speciality shops, a ban on mentioning appealing to young people on packaging, providing information to young people and intensifying supervision aimed at preventing sales to young people.

The court considered that the State does not have to prove that the protection of public health cannot be achieved by other conceivable measures. Therefore, according to the court, the State does not have to rebut the efficacy of all conceivable measures.

Surely, the court is shortchanging itself here. It follows, for example, from the CJEU ruling on Scotch Whisky Association(ECLI:EU:C:2015:845) that a national court must assess objectively whether the evidence presented by the Member State concerned could reasonably lead it to consider that the means chosen are appropriate to achieve the objectives pursued, and whether those objectives could also be achieved by measures less restrictive of the free movement of goods. And it follows from the CJEU judgment Commission v Spain(ECLI:EU:C:2011:172) that a Member State must attach an analysis of the appropriateness and proportionality of the restrictive measure it adopts to the reasons it invokes to justify a derogation from the principle of freedom of establishment, and must substantiate its argument with precise data.

Cutting corners

The taste ban has not been reviewed for proportionality as intrusively as might be expected. As a result, the final judgment – that the flavour ban is not unlawful – is not convincing.

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Flavour ban on e-cigarettes upheld in court