On February 25, 2025, France officially implemented a ban on disposable e-cigarettes, prohibiting the sale of all pre-filled e-liquid and non-rechargeable products. This policy stems from the EU’s approval of the French proposal in 2024, marking France as the first country in the world to ban disposable e-cigarettes in the form of legislation. Against this background, e-cigarette brands represented by GUUTUU are accelerating the adjustment of their strategies to adapt to the dual challenges of policy and market.
In 2023, the French government proposed the “2023-2027 National Tobacco Control Plan”, which clearly identified the ban on disposable e-cigarettes as a core measure. In September 2024, the European Commission determined that the ban was “reasonable and necessary” and cleared the legal obstacles for it.
The policy objectives focus on two aspects: adolescent health protection: 15% of adolescents aged 13-16 have used disposable e-cigarettes, of which 47% are exposed to nicotine for the first time through such products; environmental protection: disposable e-cigarettes contain plastics, heavy metals and lithium batteries, with an annual waste volume of more than one million, polluting soil and water resources.
Prohibited objects: disposable devices that are pre-filled with e-liquid and cannot be recharged; Enforcement agency: The French Competition, Consumer and Anti-Fraud Directorate is responsible for supervision, and violators face high fines; Transition period: Legislation will be passed in December 2024 and will take full effect on February 25, 2025.
Disposable e-cigarettes have become “entry-level nicotine products” for teenagers with their low prices (about 9 euros), sweet flavors (such as ice grapes and marshmallows) and social media marketing. The French Anti-Tobacco League pointed out that the contact rate of children aged 11-12 has increased significantly, and some retailers have not strictly implemented age verification. Each disposable e-cigarette contains 0.15 grams of lithium, trace amounts of heavy metals and non-degradable plastics, and the recycling rate is less than 10%. The French ecological department estimates that the ban can reduce more than 500 tons of e-waste each year.
France was once the largest market for disposable e-cigarettes in Europe, with annual sales exceeding 300 million euros. The ban forced about 200 local companies to shut down or transform. Sales of open devices that can be refilled and charged increased by 37%, and brands such as GUUTUU launched tobacco flavored compliant products that are compatible with the EU’s 20 mg/ml nicotine concentration limit. Some teenagers turned to traditional cigarettes. The French Tobacco Retailers Federation reported that cigarette sales increased by 12% month-on-month in January-February 2025.
As a mainstream e-cigarette brand in Europe, GUUTUU has responded to the French ban through the following measures: product line shift: stop production of disposable e-cigarettes, focus on promoting the VapePod series of refillable devices, compatible with EU standard cartridges; environmental design upgrade: use removable batteries and biodegradable cartridge materials, and promise to achieve carbon neutrality for the entire product line by 2030; user education plan: jointly launch a “rational atomization” guide with public health agencies, strengthen age verification system and risk warnings.
The French ban may trigger a chain reaction, and Italy and Germany have initiated similar legislative discussions. However, policy implementation faces challenges: cross-border purchase loopholes: teenagers obtain disposable e-cigarettes through e-commerce platforms in neighboring countries; black market risks: illegal product prices soared by 300%, and quality and safety are difficult to guarantee. GUUTUU and other companies call for the establishment of a cross-border regulatory cooperation mechanism, while increasing investment in the research and development of harm reduction products to prove the alternative value of e-cigarettes in tobacco control.
Tags: flavored e-cigarettes, French disposable e-cigarette ban, disposable e-cigarettes, guutuu vape