The cigarette box has become iconic to each manufacturer and without realising it smokers have become walking adverts for the brand they smoke

Aotearoa New Zealand had a vaping prevalence of 1.4% in 2015/2016[xxiii] - this was in contrast to the UK, which in 2016 had a legal vape market and a vaping prevalence four times that of Aotearoa New Zealand at 5.7%.[xxiv] Following legalisation of nicotine-containing vaping products in 2018, Aotearoa New Zealand experienced a rapid uptake of vaping, to the extent that vaping product use has, as of 2022, overtaken tobacco smoking in Aotearoa New Zealand, according to the latest data from the New Zealand Health Survey.[xxv] Shortly after the legalisation of nicotine vaping products in Aotearoa New Zealand, a 2019 survey of current and former smokers in 14 countries,[xxvi] including the USA, Australia and China, found that Aotearoa New Zealand had the second highest prevalence of vaping among ex-and-current- smokers, second only to the United Kingdom

Moreover, the trial policy measures clarify that e-cigarette products on sale will be required to comply with other relevant regulations and national standards, such as ingredient disclosure, packaging labels, health warnings, and registered trademarks, and must pass technical reviews
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