In addition to plain packaging, the new law requires larger health warnings on cigarettes (65%) and on smoking products (30%). In September 2018, shortly after JUUL entered the market, Israel prohibited nicotine concentrations above 20 mg / ml.
The picture above, showing a before and after package of JUUL cartridge mix in Israel, is provided with the kind permission of Smoke-Free Israel.
Israel is the first country to require generic packaging of e-cigarettes, although other jurisdictions are proposing to follow suit.
- Last month, the Danish Minister of Health presented a new tobacco control strategy. Among the proposed measures are a general alignment of e-cigarette and tobacco regulation as well as a new requirement for plain packaging of "all tobacco products and e-cigarettes." (The ministry also proposes to ban e-cigarette flavours, other than tobacco and menthol ).
- The Netherland government is reported as intending to require plain packaging of e-cigarettes by 2022.
- A working group appointed by the Finnish Ministry of Social Affairs recommended plain packaging of e-cigarettes in May 2018.
The federal law imposes other restrictions on e-cigarette packages. It prohibits designs that suggest that the vaping liquids have banned flavours (i.e. candy or desert), as well as illustrations that "cause a person to believe that the product is flavoured if there are reasonable grounds to believe that the indication or illustration could be appealing to young persons."
Despite these restrictions, major companies are packaging their vaping liquids in colourful packages with evocative imagery.