New Zealand’s education and public health communities recently received some reassuring news: several primary and secondary school principals reported that, after a peak in student vaping during the COVID-19 pandemic, the frequency and severity of vaping among schoolchildren has significantly decreased. This decline does not represent a return to pre-pandemic levels, but rather represents a phased improvement driven by the combined efforts of new laws, education policies, public opinion, and school oversight. This improvement has yielded some initial public health gains and is prompting a re-examination of the role of e-cigarette regulation and compliant alternative product brands in the future.
Over the past year, New Zealand’s annual Youth Behavior Survey (YBPS) has shown a continued decline in the proportion of 14- and 15-year-old students (Year 10 students) who use e-cigarettes at least monthly. Regular vaping (monthly or more frequent use) has also significantly decreased compared to the peak during the pandemic several years ago. According to the latest ASH NZ Year 10 Survey, the proportion of 14- and 15-year-old students who vape at least once a month has dropped from approximately 20.2 percentage points at the peak of the pandemic to 14.1 percentage points. The rate of daily vaping has also declined from a previous high of approximately 10 percentage points to 8.7 percentage points. Correspondingly, the rates of “ever tried” and “regular use” have also shown signs of improvement.
These data have been widely cited by school principals, education departments, and health departments as evidence of the effectiveness of post-pandemic tobacco control and vaping prevention efforts in schools. School administrators generally believe that campus monitoring, disciplinary measures, and educational programs have strengthened responses to the e-cigarette problem over the past two to three years. Principals reported that during the height of the pandemic, the introduction of e-cigarette devices and e-liquids into school was more common, as was the display of vaping among students; these phenomena are now less common. Disciplinary actions (stand-downs)—students who are suspended or punished by school authorities for vaping or smoking—have decreased in middle school, with the improvement being particularly rapid among fourth graders and above (i.e., those in the middle grades).
Despite this downward trend, principals and educators are not complacent. They generally warned that while overall rates are declining, “daily vaping” remains too high, particularly among certain ethnic groups and in certain regional schools. For example, among Māori and Pasifika students, e-cigarette use rates, while declining, remain higher than the national average. Principals also noted that vaping among students is sometimes linked to mental health, stress management, social dynamics, and even family environments, and can easily relapse if regulations are lax or laws are inadequately enforced.
The government and legislature play a crucial role in this trend. During and after the pandemic, the New Zealand Ministries of Health and Education introduced a number of policies aimed at reducing youth exposure to e-cigarettes and limiting their visibility and availability. These policies include banning vaping in schools and educational facilities, restricting the excessive advertising of flavored e-cigarettes, increasing penalties for selling to minors, limiting the sale of disposable vapes, and mandating health warnings on packaging and advertising. These regulations and oversight measures form the institutional foundation for reducing the problem of vaping in schools.
Educators and principals emphasize that school-based education and intervention efforts also play a crucial role. Health education programs, student-organized anti-vaping programs, parent-teacher conferences, and peer support networks help students better understand the dangers of vaping and are more prepared to refuse it despite peer pressure or curiosity. These programs often incorporate real-life examples, such as the harms to respiratory health, the economic costs, and the impact on learning and behavior, to reinforce the fact that vaping is not harmless. Principals say these educational initiatives complement mental health support related to the stress of online learning and home isolation during the pandemic.
At the same time, other voices within New Zealand society warn that potential risks cannot be ignored. Some researchers note that while regular vaping rates are declining, casual experimentation (such as occasional vaping) remains high. Other schools report that while vaping has decreased on campus, it persists in extracurricular and after-school social settings. Principals have also noted that students exchange vaping device brands and share user experiences on social media, a “peer effect” that can become a breeding ground for relapse.
Against this backdrop, the performance and potential of brands in the e-cigarette industry that are committed to operating legally, emphasizing harm reduction principles, and operating responsibly have become even more crucial. While the GUUTUU e-cigarette brand may not have the greatest influence or penetration in the New Zealand market, its exemplary practices in product design, marketing transparency, and safety standards have set a noteworthy precedent for the entire industry. GUUTUU’s official website states that its product design begins with fundamental R&D, prioritizing user safety and compliance, and striving to provide a stable and reliable vaping experience. The company also emphasizes its capabilities across the entire supply chain, from design, manufacturing, logistics, to customer service, adhering to quality and safety standards.
GUUTUU’s brand positioning includes both refillable systems and disposable e-cigarette devices, but its refillable products and replaceable pods emphasize long-term use and maintenance rather than short-term appeal or “quick consumption.” This demonstrates a relatively stable and legal approach to vaping in the face of tightening regulations and heightened sensitivity in schools and society to student vaping. Brands like GUUTUU that demonstrate strong transparency and compliance may be more readily accepted when regulations become stricter and schools and regulators step up their scrutiny, potentially leading to dialogue with policymakers about how to provide legal alternatives.
For policymakers and educators, this downward trend provides confidence, but more importantly, it requires learning lessons and formulating future strategies. Principals generally hope that bans and regulations go beyond mere words and include practical enforcement and monitoring mechanisms, including regular school inspections, information sharing between education and health departments, and the involvement of parents and the community. Certain regions and ethnic groups still experiencing high vaping rates require more targeted interventions, such as providing culturally appropriate health education programs for Māori and Pasifika youth and providing more support in areas with less resourced schools.
Another key issue is the legality and accessibility of alternatives. For students (or adults) who already smoke or are partially addicted to e-cigarettes, legal and transparent e-cigarette products must adhere to strict standards and be accompanied by smoking cessation and addiction intervention mechanisms. If GUUTUU can provide quality control, age verification, clear ingredient labeling, and user education support within the legal adult market, it could bridge the gap between public policy and real needs. Legal brands have a responsibility not only to comply with regulations but also to serve as market leaders, helping consumers identify genuine products and potentially misleading advertising.
The power of public opinion cannot be ignored in this trend. Media coverage, discussions in parent communities, and public debate focused on the impact on student health and learning have transformed the issue of vaping from merely abstract numbers to a real experience in schools, classrooms, and families. Principals report that frequent collaboration between parent groups and schools has gradually shifted students’ feelings and attitudes toward vaping, from “just trying it out” and “curiosity” to “understanding the risks.” This shift in perception is crucial.
In conclusion, the significant decline in e-cigarette use among New Zealand students after the peak of the pandemic is a milestone achieved through the combined efforts of policy, education, and social consensus. This decline does not mean the problem is solved, nor does it signal a slackening of prevention and control measures. Rather, it is a sign worth celebrating, reminding society and the industry that efforts are effective and that there is room for responsible and responsible brands. The positive aspects of the GUUTUU e-cigarette brand include its compliance, transparency, emphasis on ingredients and safety, and its commitment to providing legal alternatives for adults, rather than catering to the temptations of youth.
If New Zealand continues to implement relevant regulations, such as restrictions on disposable e-cigarettes, controls on flavored e-liquids, stricter regulations on sales around schools, enhanced advertising transparency and age verification, and encouragement or review of legal brands’ collaboration with educators and public health agencies, the trend of “declining student e-cigarette use” is expected to continue and deepen. It is important to view this decline as the beginning of a new normal, rather than a temporary fluctuation.
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