Understanding French E-Cigarette Regulations: What Consumers and Brands Need to Know

Legal Status of E-Cigarettes in France

In France, e-cigarettes are not classified as medicines or medical devices. Instead, they are regulated as consumer products that may contain nicotine. As such, they fall under specific laws within the French Public Health Code (Code de la santé publique), especially those concerning marketing, sales age limits, nicotine concentration, and use in public places.

Restrictions on Advertising and Promotion

Advertising for e-cigarettes in France is heavily restricted. According to Article L3513 of the 2016 Health Reform Law (Loi de modernisation de notre système de santé):

• Advertising to minors is strictly prohibited.

• E-cigarette ads are banned in mass media such as TV, newspapers, and radio.

• Promotional content on social media must be factual, non-deceptive, and cannot encourage use.

• Promotion is only permitted inside physical vape shops, and all content must be informative rather than persuasive.

This makes it crucial for international e-cigarette brands to understand local restrictions before marketing in the French market.

Sales and Purchase Regulations

French law prohibits the sale of e-cigarette products to individuals under 18 years old. Retailers, whether online or offline, are required to verify the buyer’s age before completing the sale. Additionally, any e-liquid containing nicotine must clearly display:

• The nicotine concentration (maximum allowed is 20 mg/ml)

• Health warnings

• Ingredient list

• Usage instructions and contraindications

Where Vaping Is Prohibited in France

Using e-cigarettes is banned in several public spaces in France, including:

• Schools and educational institutions

• Public transport (metro, trains, buses)

• Indoor areas frequented by minors

• Enclosed office spaces

Violators can face fines of up to €150, especially in cases of repeated or deliberate non-compliance.

Challenges for Foreign Brands Entering the French Market

Due to the strict legal environment, foreign e-cigarette brands must comply with the EU’s Tobacco Products Directive (TPD) before selling in France. Products must be registered with ANSES (French Agency for Food, Environmental and Occupational Health & Safety) at least six months before market entry. Registration requires:

• Detailed ingredient breakdown

• Toxicological data

• Safety and usage information

• Product packaging samples

Only approved products may be legally sold in France.

Positive Impact of Regulation on Consumers

While some believe the regulations are too restrictive, they offer several benefits to the public:

• Reduce the circulation of substandard products

• Minimize exposure of minors to vaping

• Build trust in certified, compliant brands

• Encourage transparency and quality improvements

In the long run, these rules support a safer and more reliable vaping market in France.