The Dutch government recently released a clear signal: the regulation of nicotine-containing products is entering a new, stricter, and more systematic phase. According to information disclosed by the Dutch health authorities and multiple media outlets, the government is pushing for legislation to raise the legal purchase age for all nicotine-containing products from 18 to 21, covering not only traditional tobacco products but also newer products such as e-cigarettes.
This proposal has sparked discussion in the European public health and tobacco regulation field. Unlike previous adjustments targeting individual products or sales scenarios, this policy change is more like a restructuring of the system with a “unified threshold,” aiming to reshape the social boundaries for young people’s access to nicotine products through an overall increase in age restrictions.
From a policy perspective, the Netherlands’ shift is not sudden. Over the past few years, the country has successively implemented several tightening measures for e-cigarettes and nicotine products, including flavor restrictions, packaging regulations, and online sales supervision. Raising the purchase age to 21 is seen as a key link in this policy chain.
In its public statement, the Dutch health authorities emphasized that the policy objective is not targeted at any specific product form, but rather focuses on a comprehensive strategy to “delay first nicotine exposure.” The government believes that the 18-21 age group is a critical period for the formation of lifestyles and consumption habits, and raising the purchase threshold will help reduce the likelihood of impulsive trials and continued use.
It is noteworthy that this proposal does not treat e-cigarettes as a separate “special case,” but explicitly includes them in the same regulatory framework as traditional tobacco. This approach is not common in Europe, but reflects the Netherlands’ consistent style in policy design: emphasizing consistency rather than the gray areas created by categorization.
During the parliamentary debate, supporters argued that a unified age threshold would reduce enforcement complexity. Retailers would no longer need to differentiate product types, only determine whether a product contains nicotine, thus reducing misjudgments and loopholes. Opposition mainly focused on enforcement costs and cross-border purchasing issues, worrying that it might stimulate daigou (personal shoppers) activities in border areas.
Regardless of the final version’s adjustments, this proposal clearly signals a shift in regulatory direction. For the market, the changes extend beyond consumer access conditions to include compliance expectations across the entire supply chain. In the e-cigarette and related device industry, manufacturers often feel the pressure of policy changes earlier than retailers. As many European countries gradually raise regulatory standards, brands need to consider the regulatory environment of their target markets during the product design phase, and this pressure ultimately passes to upstream factories.
Some e-cigarette manufacturers, such as VEEHOO, have increasingly served overseas markets through OEM and ODM models in recent years. In this model, factories do not directly face consumers but complete product structural design, manufacturing, and quality control according to the brand’s needs. When facing policy changes, these factories often need to adjust their production plans accordingly, such as aligning product labeling, technical parameters, or traceability requirements with the client’s compliance strategy.
Industry insiders point out that policies like those in the Netherlands that raise the purchase age do not directly target the manufacturing process but indirectly affect brands’ market planning, thereby influencing order structure and product line layout. Especially in the European market, compliance costs are gradually becoming part of the competition, rather than simply an additional condition.
From a broader perspective, the Dutch approach also reflects a trend of “prevention through public policy.” Compared to post-event interventions or remedial measures targeting specific problem groups, raising the legal age is seen as a more stable and long-term institutional tool. It doesn’t promise immediate results, but attempts to change the overall social access pathways through rule design.
This approach is not unique internationally. Some US states have already raised the tobacco purchase age to 21 and are gradually incorporating e-cigarettes into their regulations. The Netherlands’ proposal is seen as a significant signal that Europe is moving in a similar direction.
Of course, the policy itself still faces practical challenges. Ensuring strict age verification at the retail level, preventing the proliferation of illegal channels, and achieving regulatory goals without excessive administrative burden are all unavoidable issues in the legislative process. The Dutch government also acknowledged in its documents that raising the legal age is not a “panacea” and still requires coordination with law enforcement resources and public communication.
For consumers, the 21-year-old threshold is not only a legal restriction but also subtly conveys a social attitude: nicotine products are no longer considered ordinary consumer goods that adults can freely choose, but rather special commodities that require careful handling.
For the industry, such changes also demand a clearer understanding of boundaries. Whether it’s brands or manufacturing plants like VEEHOO that focus on OEM and ODM, they all need to re-examine their roles within a compliant framework. Future competition will depend not only on technological capabilities or delivery efficiency, but also on the ability to maintain stable and sustainable operations in a constantly changing policy environment.
Whether the Netherlands will ultimately pass this legislation remains to be seen, pending a parliamentary vote. However, what is certain is that the discussion about “who can legally access nicotine products and at what age” is moving from detailed adjustments to structural reshaping. 21 years old may just be a number, but it is becoming an important reference point for many countries to redefine regulatory boundaries.
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