E-cigarettes: the fight is not over yet

For decades Australia has successfully driven down smoking rates. Through advocacy and policy change, we've prioritised health over big tobacco's profits. But the rise of e-cigarettes threatens to undermine progress and addict a whole new generation to nicotine. E-cigarettes, also known as vapes, are big business with clever marketinglies designed to appeal directly to young people. Australia has taken critical steps to protect young people but the fight is not over yet.
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What we know

Not so sweet

The sweet smells of vapes are often caused by chemicals such as diacetyl, which has been linked to lung disease.

Into your cells

Ultra-fine particles are small enough to pass through the lung tissue into the blood, circulating like oxygen but potentially doing great damage.

Getting hooked

Nicotine is highly addictive and can adversely affect brain development, especially in adolescents.

Mental health

Vaping is associated with mental health challenges in adolescents, including depression and anxiety.

The toxic truth

Vapes contain harmful substances including nicotine, ultrafine particles, heavy metals like nickel, tin and lead, and wide range of chemicals and toxins, including those known to cause cancer.

Targeting young people

Click on the items below to see the tactics vaping companies are using to target young people

1

Adolescence is a critical period for establishing behaviours that persist into adulthood. We are at risk of addicting a new generation to nicotine.

2

But we mustn’t underestimate the impact of marketing by vape companies, many of which are owned by big tobacco.

3

Young people think of vaping as safer and less harmful than their parents do, creating a cycle of misinformation and experimentation.

Peer pressure and social norms play a significant role in spreading this misconception.

4

Colourful packaging and enticing flavours like ‘raspberry ice’ are all marketing tactics used to make vaping appeal to a younger audience.

5

Young people have told us that there are many ways they can access illegal vapes.

6

It takes all of us to advocate for evidence-based policies which restrict access to vaping products and protect our young people.

“These products… have been designed specifically for young people.”

How did we get here?

For decades we’ve fought against the tobacco industry’s campaigns of disinformation.

Drag the chart below to see how we’ve fought back against the campaigns of lies, and where the new frontier is emerging.

<< Drag timeline left and right >>
20th century
Increasing evidence was discovered of the link between tobacco and cancer. The tobacco industry engaged in campaigns to undermine the science.
1980
35%
1983
35%
1986
31%
1989
28%
1992
27%
1995
26%
1998
26%
2001
23.8%
2004
21.5%
2007
20.4%
2010
18.9%
2013
16.4%
2016
15.7%
2019
14.7%
2022-23
11.1%
2019
2.5%
2022-23
7.0%
1973-1992
Implementation of health warnings on cigarettes, bans on tobacco advertising on radio, TV, and in print, and an increase in tobacco excise.
1986-2006
Progressive bans on smoking in workplaces, public spaces, restaurants, and restrictions on point-of-sale tobacco ads.
2003
Adoption of the WHO Framework Convention on Tobacco Control.
Early 2000s
The tobacco industry began investing in vaping and is now believed to hold a significant share of the e-cigarette market.
2006-2012
Introduction of graphic health warnings on packaging and the outlawing of tobacco ads on electronic media, along with the introduction of plain packaging.
2013 onwards
Annual increases in tobacco excise increase the cost of cigarettes.
2024
New vaping measures introduced into law.
Key:
Prevalence of current smokers
Prevalence of current vapers
Sources:

Understand the vaping reforms​

Cancer Council has consistently advocated for action on vaping over the past several years alongside other public health organisations. Our Generation Vape research and advocacy efforts contributed to the Australian Government implementing a comprehensive range of vaping reforms from January 2024.​

These reforms seek to address the significant public health issues caused by vaping, particularly among young people, and ensure all vaping products can only be accessed through pharmacies.

This is a significant advocacy but it’s important we continue to advocate for strong compliance and enforcement efforts to ensure the laws are effective.

Click on the buttons below to find out more about some of the reforms.

Ban on disposable vapes​

Starting 1 January 2024, the importation of all disposable vapes is banned, with limited exceptions.

We know disposable vapes appeal to young people so this change with further reduce the appeal of vaping products to this audience.

Learn more about ban on disposable vapes.

Vapes can only be sold in pharmacy settings

All vapes, regardless of their nicotine content, must be sold in a pharmacy for quit smoking or nicotine dependence purposes.

It is illegal for any other retailer - including tobacconists, vape shops and convenience stores - to sell any type of vape or vaping product.

This will significantly reduce access to e-cigarettes, particularly among young people and non-smokers.

Vape flavours are restricted to mint, menthol and tobacco

Vape flavours will be restricted to mint, menthol and tobacco with no other flavours available

This change will greatly reduce their appeal to children and young people as we know ‘flavour and taste’ are a key reason for use among these groups.

Restrictions on nicotine concentration

The concentration of nicotine in vapes sold in pharmacies without a prescription will be limited to 20mg/mL.

People who require vapes with a higher concentration of nicotine will need a prescription.

Advertising and promotion of vapes prohibited

Restrictions on signage and other forms of advertising for vaping products.

This will reduce exposure and awareness of vaping products and ensure they are not being advertised or promoted in any way.

Plain pharmaceutical packaging

Vapes will now come in plain, pharmaceutical packaging similar to other medical products sold in pharmacies.

This will ensure vapes are not coming in brightly coloured packaging that appeals to children and young people.

What can you do?

If we knew what we now know about cigarettes, we would never have allowed them to be sold. We won’t let history repeat itself and make the same mistake with vapes.​

New regulations on vaping products in Australia are a step in the right direction.​

But it will take all of us to advocate for stronger policies and protect future generations from the dangers of nicotine addiction and lung damage.​

Report retailers selling illegal e-cigarettes

From 1 July 2024, all vapes can only be sold in pharmacy settings and it is illegal for other retailers to sell vaping products in Australia. If you know of a retailer selling vapes illegally in your community, you can report it to NSW Health either online or by calling the Tobacco Information line on 1800 357 412.

Report a retailer selling vapes

Stay informed & educate others

Keep up with the latest research, publications and resources from the Generation Vape research project. Hear from Australian young people (14-24 years), parents and teachers on vaping and tobacco awareness, perceptions, attitudes, knowledge and behaviours.

Generation Vape

Quit support​

If you, or a loved one, need support to quit vaping or smoking, there is a range of support options available ranging from GP appointments, NSW Quitline to the My Quit Buddy mobile phone app.

How to quit vaping

Sign up to receive updates on the Generation Vape Research Project and what Cancer Council NSW is doing in the vaping space.

Generation Vape research project logo. In partnership with Cancer Council NSW