Will Vapes Be Saved Again in the US?

The vaping industry finds itself at another critical juncture, with increasing regulation and public scrutiny threatening to reshape its future. As debates aroundenvironmental compliance,youth access, andhealth concernsdominate headlines, many are asking: Can vapes survive this storm, or will they be saved once more by decisive action?

Interestingly, much of the industry’s resilience can be traced back to a bold move made during Donald Trump’s presidency—a decision that many industry insiders credit with buying the sector time to adapt and grow. Trump himself remains vocal about his commitment to the industry, recently reiterating his support for vaping and small businesses.

Trump’s Bold Step: A Lifeline for Vapes

Back in 2019, under immense pressure to address teen vaping and rising health concerns, President Donald Trump took a nuanced approach to regulation. Instead of a sweeping ban on all flavored vapes, as many were pushing for, his administration opted for a more balanced measure. The ban targetedflavored e-cigarette pods, excludingmentholandtobacco flavors, while leavingopen-tank systemsandvape juiceslargely untouched.

Trump highlighted the success of this decision in a recent post on Truth Social,writing:

“I saved Flavored Vaping in 2019, and it greatly helped people get off smoking. I raised the age to 21, keeping it away from the ‘kids.’ Kamala and Joe want everything banned, killing small businesses all over the Country. I’ll save Vaping again!”

This move was widely praised forstriking a balancebetween protecting public health and preserving adult access to smoking alternatives. Trump’s decision acknowledged the role vaping plays in helping smokers transition away from traditional cigarettes. It also avoided an outright ban that could have driven the industry underground, fueling anunregulated black market.

For many in the industry, this was apivotal moment. By taking a pragmatic approach, Trump’s administration allowed vape companies, particularlysmall businesses, to regroup, innovate, and work toward compliance with emerging regulations.

Small Businesses on the Line: Can Balanced Policies Save the Vaping Industry?

Fast forward to today, and the vaping industry faces new challenges. In the UK, aJune 2025 ban on disposable vapeslooms large, raising concerns about its potential to overwhelm waste systems and spur a£645 million black market. In the U.S., mounting scrutiny aroundyouth accessandenvironmental compliancecould lead to stricter licensing and greater accountability for manufacturers.

Forsmall vape businesses, these policies pose an existential threat. With limited resources to navigate complex regulations and compete with larger brands, many could be forced to close their doors. Trump’s recent remarks highlight this concern, contrasting his past support for the industry with what he sees as a heavy-handed approach from the current administration.

A Path Forward: Lessons from the Past

So, will vapes be saved again? The answer may lie in abalanced regulatory approach, much like the one championed by Trump. Instead of imposing blanket bans, policymakers should consider measures that tackle specific issues—such as underage access and environmental impact—while preserving the core benefits of vaping for adult smokers.

The industry itself has a role to play, too. By investing insustainable solutionsand working closely with regulators, vape companies can demonstrate their commitment to public health and environmental responsibility. At the same time, they must continue to educate the public about vaping’s potential as aharm reduction tool, ensuring that the narrative isn’t dominated by fear and misinformation.

The Trump Legacy: A Lesson in Pragmatism

Trump’s approach to vaping regulation wasn’t perfect, but it set a precedent for how governments can handle contentious industries. His decision to avoid an all-out ban demonstratedpragmatism and foresight, allowing the industry to adapt rather than forcing it underground. As the vaping sector faces its next big test, it’s a reminder thatbalanced policies—not reactionary measures—offer a strong path forward.

The question now is whether today’s leaders will learn from the past. If they do, the vaping industry may not just survive but emerge stronger, more responsible, and better equipped to serve its consumers. As Trump confidently declared, “I’ll save Vaping again!”—a promise that resonates with countless small businesses and adult consumers alike.