Defining failure: Unforeseen market consequences of regulatory restrictions on non-combusted nicotine products

Federal and state policies, along with a lack of enforcement, have created a situation where large markets for vape and nicotine pouches in the US remain largely unregulated. This has spurred the development of products containing untested nicotine analogue compounds to circumvent FDA regulatory scrutiny and has fostered consumer mistrust of the entire category. Meanwhile, other global markets have tried a variety of restrictions, such as limiting flavours, banning disposable vapes, setting caps on nicotine levels, imposing taxes, or banning entire product categories, with little success. This presentation will examine case studies from several international markets, analysing how regulation impacts market and consumer behaviour, and its usefulness in predicting future changes in the US.