A recent American study, whose results were shared on the Social Science Research Network, highlights the unexpected consequences of banning flavors in electronic cigarettes. This study reveals a direct correlation between the prohibition of flavors in e-cigarettes and a significant increase in tobacco cigarette sales.

The popularity of vaping is largely attributed to the variety of flavors offered by e-liquids. Removing these flavor options could encourage users to return to traditional tobacco cigarettes. The study points out that for every vaping device not purchased due to this ban, there is a corresponding increase of 13 tobacco cigarettes sold.

This analysis was conducted in the United States, where more than 375 localities and eight states have already banned the sale of flavored e-liquids, except for tobacco flavor. This restriction has not only boosted the black market but also pushed consumers to obtain these products in states without bans.

The researchers used data from Information Resources Incorporated to examine cigarette sales in 44 U.S. states. They compared figures before and after the implementation of flavor bans, contacting authorities for precise information on the dates the bans took effect.

The final results indicate an increase in tobacco cigarette sales following the ban on flavors in e-cigarettes. For each unit of e-cigarette not sold (a pod with 0.7 ml of e-liquid), traditional cigarette sales increased by 0.351 units. This suggests that a notable rise in cigarette sales is linked to the decline in vaping product sales.

These findings highlight a paradoxical effect of policies aimed at making electronic cigarettes less attractive or more expensive. Rather than reducing tobacco consumption, such measures could actually encourage consumers to turn to tobacco cigarettes, thereby counteracting efforts to reduce smoking.
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