VIANZ Survey: Regulations driving a return to smoking
A new survey from the Vaping Industry Association of New Zealand (VIANZ) reveals that recent regulatory changes are leaving adult vapers confused – and more alarmingly, prompting a return to smoking that is disproportionately affecting Māori women.
Regulatory Changes Creating Unintended Consequences
In March 2024, the Government reduced the maximum nicotine strength allowed in vaping products from 50 mg/mL to 28.5 mg/mL – directly impacting the most popular products used by adult smokers to successfully transition away from tobacco.
In June 2025, an industry-wide communications blackout took effect, removing all vaping products from display and prohibiting Specialist Vape Retailers (SVRs) from showing any product images or descriptions – both in-store and online.
“VIANZ repeatedly warned that these measures could have unintended consequences,” says Jonathan Devery, Chair of VIANZ. “At every stage, our advice was not taken on board. This latest survey shows that the very outcomes we warned about are now emerging.”
Key Findings from VIANZ Survey of 762 Adult Vapers
Return to smoking: 6% have already gone back to smoking, and over 10% are currently considering it.
Product access issues: 24% struggle to find vaping products that meet their nicotine or device needs.
Information barriers: 50% cannot find the information they need online, while 23% have purchased incorrect or unavailable products.
Restricted access: 29% say their preferred products are no longer available, and 26% report fewer retailers stocking what they need.
Consumer confusion: 16% no longer understand which products are legal, and 12% must travel further to buy them.
Misconceptions: Over 30% now believe vaping is equally or more harmful than smoking.
Impact on Māori Women: A Step Backwards for Smokefree Progress
The survey also highlights the disproportionate impact on Māori women, who were:
33% more likely to have returned to smoking.
17% more likely to be considering smoking again.
“Recent Health NZ data shows a significant drop in daily smoking rates among Māori women, so to now see this group disproportionately affected by regulatory change is deeply concerning,” says Devery. “The progress achieved over recent years could be undone, putting both health outcomes and Smokefree 2025 goals at risk.”
Emerging Illicit Market and Policy Inconsistencies
VIANZ also warns of early signs of an emerging illicit market, with more than 6% of respondents already purchasing vape products from unofficial sources, and another 15% considering doing so.
“When regulated products become too hard to access or understand, people inevitably look elsewhere – undermining both safety standards and the intent of regulation,” Devery says.
He adds that New Zealand’s current approach is inconsistent.
“Vaping products face stricter rules than tobacco. Smoking and second-hand smoke kill between 4,500 and 5,000 New Zealanders every year. It makes little sense for vaping, endorsed by Health NZ as a significantly less harmful alternative to tobacco, to be more tightly restricted than the product it helps people quit.”
Call for Balanced, Evidence-Based Regulation
VIANZ is calling for a reassessment of current vaping regulations to ensure they support – rather than undermine – adult harm reduction.
“While protecting youth is vital, overly restrictive rules risk pushing adult ex-smokers back to tobacco,” Devery concludes. “The evidence now suggests the pendulum has swung too far. Policymakers must urgently review whether current regulations are advancing or undermining New Zealand’s Smokefree 2025 goals.”
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VIANZ Consumer Survey:
Source: VIANZ member databases
Method: Online survey (10–22 September 2025)
Total respondents: 762
Age: 95% aged 25-65+, 5% aged 18–24
Gender: 63.9% female, 34.3% male
Margin of error: ±2.5% at the 95% confidence level
