Philip Morris International's new Levia cigarette cartridge is accused of circumventing the Dutch ban on flavored tobacco

Philip Morris International's new Levia cigarette cartridge is accused of circumventing the Dutch ban on flavored tobacco

Philip Morris International has circumvented the Dutch ban on flavored tobacco and e-cigarettes by launching a new cellulose cigarette alternative, Levia, which experts worry about its impact on youth health risks and smoking habits. The Netherlands Product Safety Authority (NVWA) said that since Levia is considered an herbal product and is not covered by anti-tobacco legislation, no action can be taken against it. Legislative amendments may bring changes to include nicotine products that do not contain tobacco under regulation.

 

According to the Dutch Daily on August 5, Philip Morris International (hereinafter referred to as "Philip Morris International") circumvented the Dutch ban on flavored tobacco and e-cigarette products by launching a new cigarette alternative made of cellulose. The Netherlands has banned the sale of mint cigarettes since May 2020, and flavored e-cigarette products have been banned since the beginning of this year.

 

It is reported that the product, called Levia, is sold in packs of 20, and its nicotine-containing cartridges are made of cellulose rather than tobacco, so they are not covered by the ban. Each pack costs 6.60 euros and comes in two flavors - mint-flavored Island Beat and berry-flavored Electro-Rouge. Users insert these sticks, which look like traditional white cigarettes, into an e-cigarette-like heating device, which releases chemicals through heating rather than combustion.

The Rookvrije Generatie (Smoke-Free Generation) campaign group says Levia is nothing more than a ploy to continue selling flavored smoking products. Dave Krajenbrink, a spokesman for the group, said,

 

"They may not contain tobacco, but they are full of addictive nicotine."

 

The Netherlands Product Safety Authority (NVWA) said it could not take action against Levia because it is considered an herbal product and is not covered by anti-tobacco legislation. However, legislative amendments could bring changes to include nicotine products without tobacco.

Philip Morris International declined to respond to questions.

 

However, in a presentation to investors last year, the company's CEO Jacek Olczak said the product could avoid the heavy taxes and regulations imposed on other products. Olczak mentioned in a report,

 

"Levia may not be subject to flavoring regulations in some regions and, in addition, does not fit in existing fiscal categories."

 

Currently, teenagers under the age of 18 should not be allowed to buy e-cigarette devices and e-liquids. According to Trimbos, a Dutch addiction research institute, most young Dutch people who use e-cigarettes also smoke traditional cigarettes, which overturns the theory that tobacco products inhibit each other. In 2023, 10% of adolescents aged 12 to 14 have used e-cigarettes, and the number in the 15 to 17 age group has increased to nearly a quarter. The Trimbos survey also showed that almost a third of young people aged 12 to 25 smoke, and almost 70% of e-cigarette users also smoke traditional cigarettes.