The Independent British Vape Trade Association said in a statement that it is disappointed by the ruling and argued it could push some e-cigarette smokers back to tobacco.
Tobacco companies had protested a 2014 EU directive on the new rules, calling it disproportionate. But the European Court of Justice on Wednesday upheld the directive, arguing it’s in line with efforts to fight smoking and protect public health.
The rules will require warnings for e-cigarettes, limit their nicotine levels to 20 grams and restrict advertising and sponsorship by their makers.
The court said it is OK to ban menthol and other flavorings that make tobacco more appealing. The directive also requires standardized, plain labels that cover at least 65 percent of all cigarette packs with health warnings.