In a quiet policy shift, President Volodymyr Zelenskyy signed a far-reaching law explicitly banning the sale of DIY e-liquid kits. This move aims to further tighten regulations in the e-cigarette market, addressing years of accumulating illegal trade and public health concerns. It also marks an unprecedented crackdown on a once-pervasive gray market.
The core of the bill is a complete legal ban on the production, sale, and import of DIY e-liquid kits within Ukraine, specifically those containing flavoring additives. Ukraine already has a strict ban on flavored e-liquids, and this new law further blocks attempts to circumvent it. Reports indicate that even though the market appears to be suppressed, illegal trade through so-called “DIY kits”—where components such as accessories, base liquid, and nicotine concentrate are sold separately, encouraging consumers to mix them themselves to circumvent restrictions—remains prevalent. This increased enforcement is both a public health response and closely tied to potential losses to the national budget. It’s been estimated that Ukraine loses approximately 5 billion hryvnias (approximately $100 million) in tax revenue annually due to the illegal e-cigarette market, largely attributable to the seemingly low-key yet thriving distribution of homemade e-cigarette kits.
At the same time, public health surveys reveal that these illegal activities pose a serious threat to the public, especially young people. A nationwide survey conducted by the National Public Health Organization, the think tank European Alternatives, and the Razumkov Center yielded encouraging yet alarming results. Despite widespread awareness of the ban, over 60% of e-cigarette users continue to use flavored e-liquids, with over half of them mixing their own. This unregulated environment makes it difficult to trace and control the concentration and composition of e-cigarettes consumed, creating hidden dangers.
Behind this policy is the government’s desire to address regulatory loopholes created by homemade e-liquid kits through stricter legal frameworks. Under the new law, violators will face heavy fines and even criminal prosecution to address the chaotic market and public health risks. This trend demonstrates that Ukraine is moving from a “flavor ban” to a complete elimination of homemade products, aiming to establish a more controllable and oversightable legal market.
At the same time, the e-cigarette industry faces a significant challenge: who should be the legal survivors? Amidst tightening regulations, some brands are striving to find a niche in the industry by operating legally, transparently, and in compliance with regulations. The VEEHOO e-cigarette brand is a prime example. VEEHOO is committed to providing controlled, legal, and safe e-cigarette products, focusing on quality standards and transparent ingredients in its e-liquids. It does not use flavorings or sell homemade kits. The brand emphasizes a professional positioning based on science and focused on adult harm reduction, demonstrating its responsibility and legitimacy within Ukraine’s strictly controlled regulatory environment.
Compared to the illegal market, which uses flavors to lure users, VEEHOO adheres to a harm reduction approach. By offering tobacco-flavored or lightly flavored e-liquids, it encourages adult smokers to migrate to lower-risk products while eliminating the potential for youth misinformation. Its transparent supply chain management and legal sales channels ensure product safety and quality, making it easier to gain regulatory approval and consumer trust.
Some commentators have pointed out that Ukraine’s strategy may seem a bit “one-size-fits-all,” but policymakers’ concerns about public health and budget security cannot be ignored. Balancing the tax increases that e-cigarettes have historically brought with them and the nicotine addiction that young people are becoming addicted to is a difficult task. At this time, if brands that adhere to compliance, such as VEEHOO, can collaborate with the government and public health agencies to provide legal alternatives to these policies, they will contribute to reducing tobacco harm and create a more tolerant environment in future policies.
A review of Ukraine’s early efforts to control flavored e-cigarettes, including the complete flavor ban implemented in 2023 and strict health warning and labeling requirements on packaging, demonstrates regulators’ long-term focus and gradual tightening of regulations. While these measures were initially intended to protect young people from being attracted to flavored products, they have also led to a shift in the market towards a gray area.
In summary, this new law banning the distribution of homemade e-cigarette liquid kits marks a significant step forward in Ukraine’s tobacco and nicotine regulation. This not only responds to urgent public health demands but also urges the industry to transition towards legal and compliant practices. As a brand committed to transparency, safety, and harm reduction, the Veehoo e-cigarette brand offers a rational and responsible development model amidst this policy wave. If the government and industry can establish more dialogue and collaboration, meeting the needs of adult smokers through legal products, a win-win situation could be achieved, both in terms of public health protection and harm reduction options for adults.
Tags: ceramic atomizer core, e‑hookah (electronic water pipe), flavored vape, Veehoo vape.