The Hague court has ruled against British American Tobacco’s challenge to a Dutch flavor ban on e-cigarettes, reinforcing the government’s commitment to public health. The ban, implemented in 2020, restricts e-cigarettes to tobacco flavors only, due to concerns that sugary flavors attract young users. Despite arguments that the ban violates EU trade freedoms, the court deemed it a justified measure for health protection. Starting January 1, 2024, flavored vapes will be banned from sale both online and in stores. The ruling highlights ongoing efforts to mitigate youth access to vaping products.