A court in The Hague has ruled that the Netherlands was allowed to introduce a ban on flavors in e-cigarettes to protect public health. The court ruled this in a substantive procedure initiated by tobacco products manufacturer British American Tobacco (BAT) and the related company Nicoventures. They consider the ban unlawful.
The harmfulness of e-cigarettes and the “attractive effect” of sweet flavors on young people have been sufficiently established, the court stated.
According to the 2020 ban, only certain flavors can be added to e-cigarettes, especially because young people are sensitive to other sweet tastes, according to media reports. The State also saw indications that the sweet-tasting e-cigarette will eventually encourage people to smoke regular cigarettes, while the government is aiming for a “smoke-free generation” in 2040.
According to the court, any encouragement to smoke regular cigarettes does not need to be scientifically proven for a ban. The harmfulness of the e-cigarette and the attractive effect of the sweet flavors on young people justify the flavor ban in themselves, the judgment stated.
The plaintiffs felt the ban violated the free traffic of goods within the European Union. They felt there was no evidence to suggest that the ban on flavors is good for public health. They also stated that the ban could have an adverse effect because fewer smokers will stop trying to quit smoking with the aid of e-cigarettes.
But this possible disadvantage does not carry enough weight, the court ruled. The State has the “political discretion to give more weight to the interests of the youth and of a future smoke-free generation in the context of public health.”
The court acknowledges that the ban on flavors infringes on the free movement of goods but says that such an infringement is permitted to protect public health if it is “appropriate, necessary, and proportionate.”
Tobacco stocks rose in the wake of Donald Trump’s victory in the U.S. presidential election, reports The Wall Street Journal.
BAT stocks were up 4 percent this morning; its Reynolds American subsidiary was a large donor to the Make America Great Again action committee, which supported the former president’s bid for reelection. Reynolds has been pushing back against the Biden administration’s proposed menthol ban, which was delayed earlier this year. Under another Trump administration, it is likely that a menthol ban would be completely dismantled.
BAT, Altria and Imperial Brands all have sizable U.S. menthol businesses as the products make up more than a third of the U.S. cigarette market by volume.
Another Trump administration may also lead to a crackdown on illicit imports of disposable vapes, which primarily come from China. During his first term as president, Trump enthusiastically erected barriers to Chinese imports Such measures could boost some tobacco companies’ e-cigarette brands.
Expectations that a Trump presidency will strengthen the dollar, however, could be troublesome for Philip Morris International as the multinational makes around 90 percent of sales in other, primarily emerging market, currencies. A possible increase in inflation could also harm tobacco stocks since they are heavily exposed to price-sensitive, low-income consumers.
Vape retailer Haypp welcomed the news that the U.K. government has included a licensing scheme for retailers to sell tobacco, vape, and nicotine products in its Tobacco and Vapes Bill.
“As a responsible retailer, Haypp.com has long supported the need for a robust licensing system for retailers of vapes, nicotine pouches and tobacco products in the U.K.,” said Markus Lindblad, nicotine retail expert from Haypp.com.
“The absence of a licensing system in the U.K. has encouraged a wild west type environment where almost anyone can set themselves up as a vape shop. This has not only created challenges for responsible retailers, it has greatly increased the risks of underage vape use and untested products hitting the markets.
“This proposed scheme could finally bring some law and order to what has been a wild west marketplace. Our most recent annual vape report asked vape users where they bought their first vape, and with 18% saying they bought it from a shop when underage, it is clear that the lack of licensing and enforcement is encouraging underage access.”
The vape report, produced by Haypp, found that:
54% of UK vapers legally bought their own
18% of UK vapers bought their first vape from a shop when underage
10% of UK vapers bought their first vape online when underage
7% bought their first vape when underage from a major supermarket chain
In addition to this, 36% of respondents also admitted that they have purchased a vape for a minor, and 11% do so regularly, media reports.
“What we need to see now are appropriate penalties and enforcement mechanisms,” Lindblad added. “The licensing system will only be effective if there are tough financial penalties for rule breakers and the enforcement authorities are resourced sufficiently to do their job.”
U.K. Prime Minister Keir Starmer said his government was considering a ban on outdoor smoking in a bid to bring down the 80,000 preventable deaths caused by smoking in the U.K. each year.
The ban would have covered smoking in outdoor restaurants and outside sports venues, hospitals, nightclubs, and in some small parks.
The government announced plans to make it illegal to vape outside schools and in children’s playgrounds in England.
They also want to ban vaping and smoking outside of hospitals and have said that some outdoor places could become vape-free.
But speaking to Sky News this morning, Wes Streeting, the Secretary of State for Health and Social Care, confirmed the U-turn and said: “We’re not going ahead or not proposing to go ahead with a [smoking] ban on outdoor hospitality.”
He said the policy idea was a “leak of government discussion” over the summer and promoted a “really good debate about whether or not it would be proportionate” when taking into account the public health benefits, but also the potential downsides.
“I think people know the UK hospitality sector has taken a battering in recent years,” he added. “And we don’t want to add to their pressure – so we’re not proposing to go ahead with an outdoor hospitality ban at this time.”
The U.K. government will introduce its Tobacco and Vapes Bill in Parliament today. The legislation involves some of the world’s strictest anti-smoking rules, including a measure banning younger people from smoking. However, the government abandoned plans for a ban on smoking outside pubs and cafes after concerns were raised about the impact on the hospitality industry.
The proposed legislation gives the government power to ban smoking outside specific outdoor spaces such as children’s playgrounds, schools and hospitals. But the plans will be subject to consultation.
The previous government had announced similar measures to create the first smoke-free generation. However, those plans failed to become law before the general election in the summer when the party lost power.
The new legislation ensures that anyone aged 15 this year, or younger, will be banned from buying cigarettes, and aims to make vapes less appealing to children.
“This government is taking bold action to create the first smokefree generation, clamp down on kids getting hooked on nicotine through vapes, and protect children and vulnerable people from the harms of second-hand smoke,” said Health and Social Care Secretary Wes Streeting in a statement.
Britain banned smoking in almost all enclosed public spaces, including bars and workplaces, in 2007.
A budget announcement last week included extra taxes on vaping, which is subject to 20 percent on VAT, but did not attract extra levies as tobacco does. A new flat rate duty of £2.20 per 10ml of vaping liquid was announced.
With tobacco duties, the increases are usually immediate from midnight on the same day as the budget. However, the vaping duty is not due to come into force until 2026.
Creating a two-tier society in which some adults are permitted to buy tobacco and others aren’t discriminates against younger adults.
While welcoming the decision to drop a proposed ban on smoking outside pubs and other other hospitality venues, smokers’ lobby group Forest said it was concerned by other measures in the bill.
“Banning smoking outside hospitals is heartless and cruel,” said Forest Director Simon Clark. “Smoking in the open air poses no risk to non-smokers, including children, but it can be a comfort to patients, visitors and staff who smoke and want a quiet stress-free moment.”
Meanwhile, increasing the age of sale by one year every year, as proposed on the generational tobacco ban part of the bill, would infantilize future generations of adults, according to Forest.
“If you can buy alcohol, drive a car, join the army, and vote at 18, you should also be allowed to purchase tobacco,” said Clark.
“Creating a two-tier society in which some adults are permitted to buy tobacco and others aren’t discriminates against younger adults.
“It will cause huge confusion in shops and could lead to even more retail crime.
“It will also drive younger adults to the black market and into the arms of criminal gangs.”
The Malaysian Vapers Alliance (MVA) is urging the ministry of health to reconsider the vape display ban introduced under the Control of Smoking Products for Public Health Act 2024 (Act 852), set to take effect on April 1, 2025.
According to MVA, the display ban not only limits consumers’ right to make informed decisions but also places unnecessary restrictions on access to crucial product information.
“The display ban for vape creates significant obstacles for adult consumers seeking to make fact-based choices about the products they use. By preventing users from browsing or viewing product options at the point of sale, the ban directly impacts consumers’ ability to access key information and data about product quality, nicotine content, and flavor profiles—all critical factors in making informed purchasing decisions,” said MVA President Khairil Azizi Khairuddin.
“Beyond the practical limitations, by forcing vape products out of sight, the ban sends a stigmatizing message, implying that vape is socially unacceptable. This could deter smokers from making the switch to vape, leaving them feeling ashamed for even considering a less harmful alternative to smoking. It is demoralizing for those who are genuinely seeking a way to quit smoking, and it further isolates them from the harm reduction support they need.”
Limiting access to accurate information via a vape product display ban not only hinders transparency but also leaves consumers in the dark.
Banning product retail displays at retail outlets goes against basic consumer rights, MVA believes.
“Informed choice is a cornerstone of consumer rights. Limiting access to accurate information via a vape product display ban not only hinders transparency but also leaves consumers in the dark, unable to get the information they need to make choices.”
To this end, MVA urges the MoH to reconsider this element of Act 852 and remove the vape display ban.
“There are many adult vape users in Malaysia who have transitioned away from smoking. Our 2023 survey found 73.7 percent of vape users in Malaysia are former smokers. In fact, 80.1 percent of respondents had switched to vaping as a means to quit smoking. These statistics share a realistic view of the use case for vape. Restricting consumer access to product information counteracts harm reduction efforts, which seek to provide smokers with less harmful alternatives to traditional cigarettes.”
“We are calling on the MoH to remove the vape display ban from Act 852 and ensure that consumer rights are protected. Transparency and informed decision-making are key to the success of harm reduction strategies in Malaysia,” Khairil concluded.
The best aspect of Vaporesso’s Gen Max vaping system is that it’s reliable, affordable and simple.
By Mike Huml
The Gen Max is Vaporesso’s latest high-power, dual-battery mod offering that leans heavily into the old school billet box aesthetic while packing in a lot of modern features. The kit also includes the Vaporesso iTank T subohm tank to complete the package. The Gen Max is a powerhouse of unique features and another testament to the quality that Vaporesso is known for. But can a billet box, albeit a fancy one, compete in today’s vaping market?
The Gen Max is a lightweight aluminum box mod that’s powered by dual 18650 batteries in series for a maximum output of 220 watts. It technically uses single-button operation, but that button doubles as a dial for making adjustments and navigating the menu. A physical toggle switch below the primary button can lock the Gen Max to prevent accidental misfiring.
The battery door is completely removable and is held in place securely with magnets, and although the batteries can be removed for charging, they can also be charged internally via an included USB type-C cable. The screen is located on the side opposite of the battery door and is housed within a round window to give the screen a unique porthole-like look. The 510 connection is centered at the top of the mod and looks best with tanks or atomizers with up to a 24 mm diameter. All in all, it’s a very straightforward and minimalistic design, if a bit safe.
The iTank T is standard subohm tank fare, and that’s intended in the best possible way. It’s top-filling with top-down airflow, which completely eliminates leaking and gurgling and makes filling the tank very simple. The top cap is opened by pressing against the red arrow symbol to slide the cap to the side, revealing the fill port. The port is large and partially covered by silicone flaps to reduce messiness while also allowing for pressure to be released when filling.
The bottom cap of the tank unscrews to provide access to the coil, which is removed by simply pulling it out of the tank. Naturally, a new coil is then pressed in and the bottom cap replaced. By default, a bubble glass tank section is installed, which holds 6 mL of e-liquid, but a normal glass tank section is also included that allows the tank to hold 2 mL of liquid. Between the Gen Max mod and the iTank T, the Gen Max kit is a powerful yet simple setup with the potential for mass appeal. However, it’s a mixed bag with a few pain points that really hold it back.
Visually, the Gen Max is clearly crafted to high-quality standards, but billet box mods were never necessarily known for their looks. The centered 510 connection tends to look top-heavy, particularly when paired with large tanks such as the iTank T. An RDA might look more proportional, but even then, many RDAs and tanks these days have a diameter of 25 mm, and anything past 24 mm will cause overhang with the Gen Max mod, including the 24.5 mm iTank T.
That’s right—the tank that’s included with the kit overhangs the mod, even though the base of the tank tapers down to this diameter. It’s not so much that the tank is too big—it’s just not a perfect fit for the mod. Granted, the mod is relatively small, but a better tank option should have been included with the kit.
The tank itself is wonderful. It’s easy to use, quick to set up and vapes like a dream. Vapor is easily produced, and the flavor is mouth-filling with zero break-in time. One slight gripe is the difficulty of removing the coil. It’s a bit more recessed than some similar tanks and might require the use of fingernails to remove. Luckily, Vaporesso’s GTi mesh coils are long-lasting and don’t require frequent replacement.
Aside from that, everything else is fantastic, the airflow in particular. Not only does the iTank T allow for a wide range of airflow options with its smooth-turning airflow ring, but the airflow is incredibly smooth. Almost no turbulence can be detected, and the airflow is very quiet, although this can depend on the airflow setting. It’s a shame as there is simply no way around the fact that it looks goofy atop the Gen Max.
Speaking of the mod, it also can’t escape from a few odd quirks. First the positives—it uses two 18650 batteries, which are readily available and are the de facto standard for high-power mods. Every vaper has these laying around, and they’re reliable workhorses. The Gen Max is very lightweight and is a top contender for something portable for those no-compromise vapers out there.
The battery door has a bit of wiggle room, but no movement can be detected during normal use. The magnets that hold the door onto the mod are very strong, but the door is still removed easily enough thanks to a small groove at the bottom. Additionally, the screen is incredibly vivid—one of the best on the market to date—and the faux-porthole look is indeed eye-catching. Two curved LEDs on either side of the screen, along the edge of the porthole, really sell the effect. At the end of the day, however, it’s still a vertically oriented rectangular screen.
Due to the single-button and dial operation, navigating the menu is very easy. Three clicks of the button will bring up the menu options where the user can select from different themes, change the vaping mode, adjust the brightness and toggle Smart mode. However, the dial also inherently carries some downsides, chief of which is the accidental adjusting of the output power.
The dial is a bit on the loose side and small, and inadvertent adjustments are common while the device is being fired, and there is no way to lock the power output while still allowing the device to fire. What’s more, the output power cannot be changed unless the screen is active. That means if the user wanted to change the power output, they would need to fire the device for a split second before they can do so. And it can’t be ignored that the Gen Max is yet another mod with two separate ways to lock the device and no way to lock the output power alone.
Pressing the fire button five times in quick succession will turn the mod on or off while moving the toggle switch underneath the fire button will lock the device—virtually the same thing as turning it off. This oversight is even more egregious when it comes to the Gen Max because, as mentioned, the dial system is more vulnerable to accidental changes to the power output compared to standard three-button mods.
The screen is very colorful and crystal clear. It displays the remaining battery life of each individual battery, the output power, the mode, whether the Gen Max is locked or not, atomizer resistance, and a puff counter or puff length. There’s also an animated graphic according to which theme is selected that changes once the device is fired. For example, when using the UFO theme, it blasts off once a drag is taken.
Three clicks of the fire button will enter into the menu. Once inside, themes can be changed to the user’s liking, but it’s not very customizable and, frankly, seemingly arbitrary. The three themes are default blue, a soccer theme (called “Football” within the menu) that’s orange and a UFO theme that’s purple. The user cannot choose colors and graphics independently, which means if someone wants an orange color scheme with a UFO graphic on the screen, they are out of luck.
What do soccer and UFOs have to do with vaping? No clue—it’s completely arbitrary, even random. There is a setting titled “LED,” which one would think changes the color of the curved LEDs lining the porthole, but all it does is allow those lights to be disabled. It’s a missed opportunity as the screen does look great and so much more could have been done creatively here.
The output modes are also strange. The Gen Max features four total modes: F(t) mode, which is the default; Pulse mode; Eco mode; and VV mode. VV mode is variable voltage—a little antiquated, but fine. Eco mode is the standard variable wattage mode that most people go for and also provides the longest battery life. Then there are F(t) mode and Pulse mode, which are virtually the same, for all intents and purposes.
In theory, these act like temperature control modes to prevent overheating and burning of the coil. To quote the user manual:
“F(t) mode is by adjusting temperature, heating speed and time. F(t) mode releases the flavors of e-liquid adequately, delivering the perfect balanced tasting experience consistently from the first puff throughout.”
“Pulse mode is a mode to improve vaping experience through constant voltage output, delivering optimal flavor production, throat hit, nicotine satisfaction and perfect temperature cloud continuously.”
[Sic]s all around.
There are a few ironic buzzwords throughout these descriptions, namely: “consistently,” “constant” and “continuously.” They’re ironic because in practice, they introduce the worst part of temperature control, which is when the power suddenly cuts out in order to prevent burning. It’s the same sensation as when the battery dies mid-puff—it’s jarring.
It’s also the opposite of “consistent” or “continuous.” At lower power output settings, these modes feel exactly the same as Eco mode. At higher settings, power cutoff starts being introduced. In addition, when set to F(t) mode or Pulse mode, there is no way to adjust the temperature, only the wattage, and based on the descriptions in the user manual, it’s unclear what these modes actually do.
In practice, the Gen Max is strictly a variable wattage device. F(t) and Pulse modes are too niche, and even with the user manual, it’s hard to find a situation where these modes would offer an advantage over Eco mode. VV mode is simply obsolete and inferior to variable wattage in most usage scenarios. It’s not the end of the world, as most users opt to use variable wattage on any given mod anyway—it’s just yet another missed opportunity.
One last setting that doesn’t quite find a purpose is Smart mode, which can be toggled on or off in the menu. When used with Vaporesso’s GTi coils, Smart mode will automatically set the “optimal” power output. However, this only happens at the moment an atomizer is attached. For example, with Smart mode activated and a 0.2 ohm coil installed with the iTank T, the Gen Max automatically sets itself to 70 watts when the tank is attached.
That’s it. The power can still be adjusted from there via the dial, just as it could with Smart mode turned off. It may be called “Smart,” but more goes into an optimal power output than just the resistance. Airflow and user preference are arguably much bigger factors and ones that the mod can’t account for. Again, another missed opportunity and added bloat to the menu system.
The Gen Max should have embraced either the simplicity mindset or added more useful features. Instead, it sits in the middle with a simple menu system that’s easy to use but with no settings that are really worth changing. The button/dial is unique and gives the Gen Max a reason to have a button this big, harkening back to the billet box design aesthetic. Unfortunately, with no way to lock the dial (but two ways to lock the device) and no way to adjust the power output until the screen is activated, it seems like a gimmick rather than a well-thought-out feature. And that pretty much sums up the Gen Max in its entirety.
There are a lot of good concepts that were never really fleshed out, almost like Vaporesso had too many chips and had to figure out a way to use them. The Gen Max could have had true temperature control as an option, power curves, more themes that could have been chosen independently of the color scheme, more color schemes, and a physical switch that locked the power output while still allowing the device to fire, and it would have been a home run.
Instead, we have a good-looking mod that appeals to nostalgia but ends up being just a run-of-the-mill variable wattage device. If that sounds harsh, it’s because there are so many mods that do try to push the envelope and offer something unique that when a mod that’s only OK comes around, it ends up standing out for all the wrong reasons.
The Vaporesso Gen Max is not a bad device by any means in the sense that it’s well made and it puts electricity through a coil, consistently, when the button is pressed, and that’s really what matters most. It also has a really nice screen and the start of a good idea with the graphic animations and porthole design. More customization would go a long way, possibly with a future firmware update. On the plus side, the mod and the tank together retail for about 60 dollars, which is very competitive.
Batteries are not included, and with a little more space optimization, the Gen Max could have been powered by 21700 batteries instead of 18650s, giving it another avenue of appeal. As it stands, the best things the Gen Max has going for it are that it’s reliable, affordable and simple, which are not bad things. With a little more refinement and thought put into the functionality, the next Gen Max could truly be something great.
A jury trial commenced last week for a lawsuit filed by the State of Alaska against Juul Labs, Inc. and Altria Group, Inc. The state alleges that these companies played a significant role in the rising use of e-cigarettes among young people.
In a press release dated November 24, 2020, former acting Attorney General Ed Sniffen stated that the state alleges Juul Labs employed marketing strategies similar to those used by large tobacco companies but updated for the digital age. This included youth-oriented social media campaigns and the use of paid influencers.
The suit further alleges that Altria then conspired with Juul Labs to maintain and expand the youth e-cigarette market JUUL had created, working to cover up Juul Labs’ youth marketing just as major tobacco companies tried to cover up their own youth-targeted marketing in the past, according to media reports.
“According to the 2019 Alaska Youth Risk Behavior Survey, 45.8% of Alaska high school students have tried e-cigarettes, with 26.1% reporting e-cigarette use,” the press release states. “This is a significant increase from 2017, when 15.7% of Alaska high school students reported using e-cigarettes. Alaska’s Complaint alleges that this dramatic rise is a direct result of the marketing strategies used by JUUL and Altria to target teenagers and youth.”
The state’s complaint alleges Juul Labs and Altria violated the law in four ways:
Creating a public nuisance under Alaska law;
Violating Alaska’s Unfair Trade Practices and Consumer Protection Act in marketing and promoting e-cigarettes to youth;
Negligently developing, marketing, and selling JUUL vaping products;
Conspiring to maintain and grow a market based on sales to youth.
The lawsuit is seeking damages to fund public health efforts to address youth vaping as well as an abatement of what the state is calling a “public nuisance.”
Alaska is far from the only state to file a suit against the e-cigarette giants; in 2021, Juul Labs agreed to pay $40 million to North Carolina in the first state lawsuit settlement.
Ministers in the UK have been told that a plan to ban the sale of disposable vapes by next summer could lead to some users “reverting or relapsing” back to cigarette smoking.
The Department for Environment, Food and Rural Affairs (Defra) said vape usage in England had grown by more than 400% between 2012 and 2023, with 9.1% of the public buying and using the products.
The legislation, which will be introduced to parliament this year, will ban the sale of single-use vapes in England to limit, among other things, the environmental damage they cause, media has reported.
However, an impact assessment by Defra revealed that “29% of current [people who vape] will either revert/relapse to smoking tobacco” as a result of the ban. Officials said, “If the ban is increasing the use of cigarettes, there could be health disbenefits.”
The report added: “We have assumed that most users of disposable vapes will switch to reusable vapes. However, there will be a proportion of users that may revert to smoking tobacco or quit vaping and smoking altogether.”
The legislation had been tabled under Rishi Sunak’s premiership, but the government ran out of time in the last parliament.
The tobacco and vapes bill would prevent anyone born from 2009 from legally smoking by gradually raising the age at which tobacco can be bought. It also aims to impose restrictions on the sale and marketing of vapes to children.
The health secretary, Wes Streeting, said this month he planned to introduce the bill “before Christmas”.
The Labour MP Mary Glindon criticized the chancellor’s tax increase on vape liquid during the budget debate, saying it could discourage people from quitting smoking.
Glindon, the MP for Newcastle upon Tyne East and Wallsend, said the increase, to take place in October 2026, was “unsustainably high” and would “hurt working people” who used vapes.
Vietnam’s health ministry has proposed a national ban on e-cigarettes and tobacco-heating products, reports Vietnam News.
During a conference last week, Deputy Minister Tran Van Thuan stressed that all forms of tobacco, including new-generation products, pose a significant threat to public health.
Nguyen Nho Huy, deputy director of the physical education department at the Ministry of Education and Training, shared that vaping among students had risen from 2.6 percent in 2019 to 8 percent in 2023.
According to ministry of health data, nearly 1,224 people were hospitalized in 2023 due to health complications directly linked to e-cigarettes and heated tobacco.
Tran also referenced risks such as battery explosions and nicotine poisoning.
Heated tobacco, he noted, emits smoke containing toxins similar to those found in traditional cigarettes.
Participants in the event also expressed concern about the market for illicit vaping products. In the first half of 2024, authorities uncovered 35 cases of illegal trade and possession of drug-infused e-cigarettes, according to Lieutenant Colonel Nguyen Duy Trung.
