New Zealand Official Says Vaping Rules Outperform Australia’s, Backs “Licensing Plus Regulation” Approach to Tobacco Control

Jun.10.2025
New Zealand’s Customs Minister and Associate Health Minister Casey Costello stated that the country’s sharp decline in smoking rates is largely due to its “licensing plus regulation” approach to vaping, rather than outright bans. She noted that this model has proven more effective than Australia’s blanket prohibition policy.

Key Points:

 

1.New Zealand's e-cigarette regulations have significantly decreased the daily smoking population, with smoking rates dropping from over 14% in 2019 to just 6.9% in 2023.

 

2.The contrast in smoking control policies between New Zealand and Australia is stark. New Zealand allows the legal sale of e-cigarettes containing nicotine, but imposes strict limitations on retailers.

 

3.As part of a new policy, it is now prohibited to lure young people into e-cigarette stores. Beginning on June 17th, e-cigarette stores will not be allowed to use decorations that attract young people.

 


 

According to a report from The Telegraph on June 10th, New Zealand's Customs Minister and Associate Minister of Health, Casey Costello, attributed the significant reduction in daily smokers in the country to the regulatory measures on e-cigarette products. Unlike Australia, New Zealand allows the legal sale of nicotine-containing e-cigarettes, but imposes strict restrictions on retailers.

 

Costello stated in an interview that their government is implementing a strategy of "permission rather than coercion." She noted that health officials regularly test e-cigarette products, prohibit the sale of disposable e-cigarettes, and restrict the variety of flavors available.

 

She emphasized, "If you do not smoke, do not use e-cigarettes; if you smoke, e-cigarettes may be helpful." Although e-cigarettes are not harmless, their harm is relatively minimal.

 

She also mentioned that regulated e-cigarette products are exempt from the heavy taxes imposed by the government on traditional cigarettes, a policy designed to intentionally encourage people to quit smoking. She pointed out that increasing tobacco taxes has been ineffective for long-time smokers, as some people would rather give up food or electricity to buy cigarettes. No matter how high the price goes, it only leads to more people living in poverty.

 

In response to the ongoing debate over police involvement in tobacco control, Costello stated, "This is a health issue." She confirmed that New Zealand has taken measures to prohibit retailers from attracting minors into stores. Starting from June 17th, e-cigarette stores will not be allowed to use decor that appeals to young people.

 

In addition, Costello criticized Australia for its failure in addressing the issue of illegal tobacco during an interview on a podcast program in New Zealand. He pointed out New Zealand's successful experiences and called for his own country to take pride in its achievements.

 

The smoking rates in New Zealand have significantly dropped from over 14% in 2019 to just 6.9% in 2023, while the proportion of daily smokers in Australia has decreased from 11% to 8.3%.

 

In response, Australian Federal Health Minister Mark Butler stated that Australia's legislation regarding smoking and e-cigarettes is "world-leading," emphasizing the importance of protecting young people from becoming addicted to e-cigarettes. He noted that illegal tobacco sales are undermining public health and fueling organized crime syndicates.

 

According to data from the Australian Institute of Health and Welfare, approximately 700,000 people in the country are using e-cigarettes. Although the government is aware that 40,000 people are purchasing them through pharmacies, the majority of users are still obtaining products through illegal channels.

 

We welcome news tips, article submissions, interview requests, or comments on this piece.

Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn


Notice

1.  This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.

2.  The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.

3.  This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.

4.  Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.

 

Copyright

 

This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.

For copyright-related inquiries, please contact: info@2firsts.com

 

AI Assistance Disclaimer

 

This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.

We welcome any corrections or feedback. Please contact us at: info@2firsts.com

Scottish Vape Display Rules Could Cost Businesses £61 Million, Affecting More Than 11,000 Retail Outlets
Scottish Vape Display Rules Could Cost Businesses £61 Million, Affecting More Than 11,000 Retail Outlets
A Scottish government impact assessment estimates that proposed vape display and packaging rules could create up to £61 million ($82 million) in compliance costs for businesses, affecting more than 11,000 retail outlets. The estimated costs are mainly linked to inventory adjustments, retail storage changes and the resources required for businesses to understand and implement the new requirements. The measures form part of the UK’s broader efforts to tighten vape regulation, particularly around product displays, packaging and sales practices.
Aug.10
NATO Executive Director David Spross Sees U.S. Vape Regulation Improving, Calls for More PMTA Authorizations and Warns of 2027 State Tax Pressure
NATO Executive Director David Spross Sees U.S. Vape Regulation Improving, Calls for More PMTA Authorizations and Warns of 2027 State Tax Pressure
The National Association of Tobacco Outlets is calling for more FDA marketing authorizations, greater transparency in the PMTA process and continued enforcement against unauthorized e-cigarettes, even as its executive director, David Spross, points to recent regulatory developments as signs of progress. At the state level, excise taxes, flavor restrictions and vapor product directories remain major issues for tobacco retailers. By August 2026, 17 states had enacted laws establishing state-managed e-cigarette directories or similar systems.
Innovation
Sep.29 by 2Firsts Perspectives
UK PM Andy Burnham Reshapes Vape Retail Rules as Licensing Could Raise Barriers for New Shops
UK PM Andy Burnham Reshapes Vape Retail Rules as Licensing Could Raise Barriers for New Shops
UK Prime Minister Andy Burnham is pushing a high street reform agenda that could give local authorities greater powers over commercial activity, including vape retail. The reforms could involve expanded planning powers and a potential vape retail licensing system, allowing councils to play a larger role in store locations and market access. The measures are part of the UK’s broader shift toward tighter vape regulation, although no nationwide vape retail restrictions have yet been implemented.
Aug.11
Kelly White Bets on Female Consumers as Nicotine Pouch Competition Intensifies | 2Firsts Interview
Kelly White Bets on Female Consumers as Nicotine Pouch Competition Intensifies | 2Firsts Interview
Swedish nicotine pouch brand Kelly White is building its strategy around adult female consumers. Founder and CEO Sophia Wilsby told 2Firsts that women accounted for around 70% of the brand’s repeat customers on HAYPP in Sweden in 2025. The interview explores female consumer segmentation, product and design differentiation, gender stereotypes, packaging regulation, and how independent brands can compete with global players such as ZYN and VELO while considering funding, partnerships and future ownership options.
Business
Sep.24
Swedish-Founded Nicotine Pouch Retailer GotPouches Shifts to U.S.-Based Operations, Reaching Over 25 States
Swedish-Founded Nicotine Pouch Retailer GotPouches Shifts to U.S.-Based Operations, Reaching Over 25 States
Swedish-founded online nicotine pouch retailer GotPouches has completed the localization of its U.S. operations under UpNorth Retail LLC, with corporate operations in Franklin, Tennessee, domestic fulfillment from Nashville and U.S.-based customer support. The company says its catalog covers more than 20 nicotine pouch brands and it currently serves customers in more than 25 U.S. states.
Sep.18
Product | JNR Launches Crown Shisha 100K for International Wholesale, Pairing 58ml Capacity With Triple-Mesh DTL Design
Product | JNR Launches Crown Shisha 100K for International Wholesale, Pairing 58ml Capacity With Triple-Mesh DTL Design
JNR released the Crown Shisha 100K on August 14, 2026, positioning the ultra-high-capacity disposable around a direct-to-lung (DTL) e-shisha experience. The device combines a 58ml e-liquid capacity, triple 1.0Ω mesh coils and a 1,300mAh rechargeable battery, with JNR claiming up to 100,000 puffs. Adjustable airflow, battery and e-liquid status displays, a leather-style exterior and a shisha-inspired sound effect further differentiate the product. JNR is currently promoting the device through international wholesale and distribution channels, while a specific first retail market has not been disclosed.
Aug.31