Romania has tightened advertising restriction on electronic nicotine devices and modern oral products, reports Xinhua.
Under new legislation signed into law by President Klaus Iohannis on July 19, the rules cover e-cigarettes, heat-not-burn (HNB) products and nicotine pouches.
Explicit advertising for these products is now banned on radio and television broadcasts and on public transportation tickets.
Furthermore, the legislation prohibits advertising for these products within educational and healthcare institutions or within 200 meters of their entrances.
The law also restricts advertising in publications primarily targeting minors and in theaters before, during, and after performances intended for children.
Romania’s Chamber of Deputies adopted a bill banning advertising of electronic cigarettes and nicotine pouches this week, reports Romania Insider.
“It is prohibited to explicitly advertise tobacco products, electronic cigarettes, including vape types, products intended for inhalation without burning from tobacco substitutes, electronic devices for heating tobacco, and products intended for inhalation without burning from tobacco substitutes as well as nicotine pouches for oral use (pouches) broadcast within radio and television programs and on public transport tickets,” the bill states.
The bill also bans advertising for these products within educational institutions and healthcare facilities or within 200 meters of their entrances. Advertising is also banned in publications primarily intended for minors and in theaters before, during and after performances intended for minors. Ads are banned that target minors, depict minors consuming these products, suggest these products have therapeutic properties or have a stimulating, sedative effect or can solve personal problems, give a negative image of abstinence or do not contain warning inscriptions in Romanian.
Last month, the Romanian Government enacted Governmental Ordinance No. 23/20.07.2023 amending and supplementing the Romanian Tobacco Law (GO 23). The move bans all flavored heated tobacco products.
The law takes effect on Oct. 23, 2023.
Prior to enacting GO 23 under the framework of Romanian Tobacco Law, only cigarettes and roll-your-own tobacco were subject to the prohibition of having a characterizing flavors and containing flavorings in any of their components such as filters, papers, packages, capsules or any technical features.
The aim of GO 23 is to extend this prohibition to heated tobacco products and to impose more restrictive requirements on packaging and labelling of such heated tobacco products, according to media reports.
For the first time, GO 23 enacts a legal definition of “heated tobacco products” which refers to “a novel tobacco product that is heated to produce an emission containing nicotine and other chemicals, which is then inhaled by user(s), and that, depending on its characteristics, is a smokeless tobacco product or a tobacco product for smoking.”
This definition will include any type of vaping devices that entail heating of tobacco in view of obtaining an inhalable emission containing nicotine and other chemicals.
Heated tobacco products with any type “characterizing flavor”, such as menthol, fruits, etc., will no longer be allowed in the Romanian market.
Additionally, each unit of and any outside packaging of heated tobacco products must carry the mandatory information message: “Tobacco smoke contains over 70 substances known to cause cancer.”
GO 23 also states that each unit packet and any outside packaging of heated tobacco products for smoking must carry combined health warnings that observe all the requirement set out in Art.
All producers and importers of heated tobacco products in Romania must notify the Romanian Health Ministry within 90 days after the enactment of GO 23.
Romania is more progressive when it comes to vaping than many of its neighbors.
By Norm Bour
Romania, a country of just under 20 million people, is considered progressive when it comes to vaping. As a member of the European Union, it follows the Tobacco Products Directive, which has been in force for almost a decade now.
Romanian law prohibits the use of e-cigarettes on public transport and e-cigarette sponsorship and restricts much of the advertising of vaping products. A text-only health warning is required to cover 30 percent of the product package, according to tobaccocontrollaws.org.
The country has a high percentage of smokers, estimated to be about one-quarter of the population, which is dropping. Whether those former smokers have quit nicotine entirely or moved to vaping is hard to determine. As in many places, vaping is embraced primarily by the mid-20s to mid-30s age groups, with about 3 percent of the population being vapers.
Remarkably, at a time when the popularity of vaping is increasing throughout Europe, only 1.5 percent of Romanians under the age of 24 vape. Overall, it appears that about 2 percent of the Romanian population has taken up the habit. This creates many new opportunities for budding entrepreneurs.
With a growing number of shops in the capital city of Bucharest, I visited two of them to get a better feel for their perspectives. I also wanted to know if the shops were getting business from Turkey, just a few hundred miles away, where vape shops are illegal.
Florin Mincu is an early innovator in the vapor business. He opened Vaper’s Paradise in 2010.
“My taxi driver from the airport was smoking, and I saw him put what I thought was a lit cigarette in his shirt pocket. “‘Whoa,’ I said, ‘what did you just do?’ He explained that it was an e-cigarette, and he bought it from a black market guy selling them out of his trunk,” said Mincu. “I knew this was important, so within two hours, I had the taxi driver take me to meet this person. Remember, these were the days before true vape shops. I used the products he was selling and quit smoking in two months, and that is when I opened my first shop.”
When I hear stories like this, I wonder if I would have been so impulsive, but Mincu did not hesitate. Now, a dozen years later, he has two shops. In his main shop, with only 20 square meters (215 square feet) of space, he earns upward of $50,000 in revenue. In the Romanian context, this is a hugely successful shop.
We spoke about the government’s attitude and support of vaping, and he said they are “about 50 percent in,” which means they don’t support it, but they don’t outlaw it either. Fortunately, the country is pro-tobacco, so when he opened his shop, authorities assumed it was just another tobacco business.
After talking with Mincu, I spoke with another shop owner who requested anonymity, but both shops said the average age of their customers is about 30. As in many countries, no one under 18 is permitted inside the vape shop.
Vaper’s Paradise carries single-use and disposable kits, but the store is still pretty “old school,” with big mods and the heavy vapor products featuring prominently in its collection. Because of that, Vaper’s Paradise carries an impressive assortment of liquids, including American-made Five Pawns and Got Vape. Mincu prefers the U.K. brands, especially Nasty Juice, since it offers better pricing, great flavors and enjoys great popularity among his customers.
He also favors Nasty Juice because it burns cleanly and the cotton lasts much longer, and he’s a fan of U.K.-made Kilo but says this product is tougher to get now.
“About half our customers are getting into the disposables, but I have a large YouTube following, and they know I have a sophisticated taste for liquids, so they follow my advice,” he claimed. “Quality and flavors are what keep our customers happy, but even more important, any RDA [rebuildable dripping atomizer] hardware must be easy to use.”
Mincu does a lot of RDA builds and is always trying to improve the quality of the products. By trial and error, he developed his own technique, which he teaches to others. The coil has a very specific sound—and quality—when he gets it right.
They call it “polita,” which may not be a real word, but the sound it makes is very real.
He also said that many reviewers go into too much detail when evaluating hardware. “It’s not required to spend an hour on an atomizer,” he griped. “They are not that complicated! I try to keep my reviews short and tight and keep reader’s already short attention spans.”
Both shop owners agree that the Romanian vapor market is driven by flavors—a universal reality that makes the Food and Drug Administration policy so restrictive for their colleagues in the United States. When asked about the future potential for vaping in Romania, both entrepreneurs I spoke with were bullish and said they planned to open new shops in 2023.
Mincu has a big vision and is planning a shop about five times larger than his current outfit. He also has a robust online presence, and when asked about that bleed-over business from Turkey, where there are no legal shops, he said, “Absolutely. You cannot keep products out of people’s hands today. If someone wants something, they will find a way to get it, and we should know by now that telling someone that a product is illegal will only make them want it more.”
Mincu gets a lot of airline employees and pilots from different countries that are more restrictive about vaping products. And although Romania has vaping industry trade groups, Mincu has not joined any of them because “they don’t want to change, and they avoid new technology”—a common complaint shared by vapor industry representatives in many countries.
Mincu and I finished up our conversation by speaking about hemp, CBD and cannabis. Hemp and CBD still operate in a regulatory gray area in Romania, and even though Mincu has received offers to sell those products, he does not. It’s not worth the risk, he says, since CBD cannot contain THC, which remains illegal in Romania. However, Mincu expects this to change in the next few years.
Norm Bour is the founder of VapeMentors and works with vape businesses worldwide. He can be reached at norm@VapeMentors.com.
