At the end of last January, the Welsh government’s health agency issued a statement saying that although vaping is safer than smoking, “ ‘Confectionary-like’ flavours of e-liquid should not be permitted, in order to reduce the appeal of ENDS to children and young people.” This new position statement was issued after the Welsh’s government attempt to ban vaping in public spaces was rejected.

An open invitation in order to see for themselves

After receiving many comments from vapers about the flavour ban, the chairman of e-cigarette business E-Cigarette Direct, James Dunworth sent an open invitation to the health organization.

Dear Sir

I am writing to you in regards to your recent statement on confectionary e-liquid flavours, in particular your statement:

You can buy bubblegum, candy floss, jam doughnut flavour e-cigarettes and they are only aimed at one audience – and that’s about recruiting children.

We were surprised to hear that you believe Welsh vaping businesses are targeting children, and as a result we’d like to invite you to one of our shops for a day.

This will give you the chance to:

  • Speak to our customers, and see first hand the flavours adult vapers are using
  • To see our Challenge 25 policy in action, a policy where anyone under the age of 25 is required to prove their age

We would suggest Swansea as our busiest shop, with high sales of the premium e-liquid you wish to ban, and we’d love to meet you there. However, you are welcome to visit any of our shops, and you wouldn’t need to give any advance warning.

I look forward to hearing from you shortly.

Share your story

Research has found that adults do prefer such flavours to plain tobacco.
Although several entities seem to suspect that vaping companies sell certain flavours such as bubblegum and cotton candy in order to attract adolescents, research has found that adults do prefer such flavours to plain tobacco, and that the existence of flavored e-liquids does encourage them to switch to the safer alternatives.

Vapers wishing to share their stories and have their say about the flavour ban are encouraged to get in touch with Public Health Wales : Facebook:, Twitter: @PublicHealthW, By email:, By post: Public Health Wales, 2 Capital Quarter, Tyndall Street, Cardiff, CF10 4BZ, By phone: 029 2022 7744

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