E-cigarettes are shaking up public health regulations. The political systems setting out the regulatory frameworks associated with consumer products have had to adapt quickly with the emergence of vaping.

In Europe, the Tobacco Products Directive (TPD) now frames the sale of e-cigarettes as a “tobacco-related” product. In the United States, the FDA has lumped vaping products together with tobacco products, and e-cigarettes are subject to the same marketing requirements as tobacco cigarettes.