Cool packaging, fruit taste and joint marketing. In recent years, many people, especially teenagers, have been attracted by e-cigarettes. The reporter learned that e-cigarettes first appeared as a smoking cessation product, and then some businesses launched all kinds of novel products under the guise of fashion and non addiction, resulting in chaos in the industry. As the harmfulness of electronic cigarette is gradually recognized, its supervision is increasingly strict. From May 1, the measures for the administration of e-cigarettes came into force, which clearly prohibits the sale of flavored e-cigarettes other than tobacco flavor and e-cigarettes that can add aerosols by themselves. Why are flavored e-cigarettes banned? What new norms will the e-cigarette market usher in? The reporter conducted an interview and investigation. 10.1% of college students have used electronic cigarettes Xiaoxia, associate professor of the school of public health of Kunming Medical University in Yunnan Province, said that the components of e-cigarettes usually include nicotine, propylene glycol, vegetable glycerin and essence. Generally speaking, the toxic content of e-cigarettes is less than that of traditional cigarettes. However, some consumers think that e-cigarettes are less harmful and will keep smoking. They smoke more times a day than cigarettes. Therefore, the amount of toxic substances inhaled has not decreased. "The nicotine content in a common closed replaceable electronic cigarette is 5%, or 59mg/ml, which is equivalent to the amount of 20 traditional cigarettes." Xiaoxia said. Li Li, 21, is a heavy user of e-cigarettes. He told the reporter that after being recommended by his friends, he tried e-cigarettes for a period of time. Unexpectedly, he was deeply involved in them, and the consumption rate of tobacco oil was getting faster and faster. "A box of 60ml tobacco oil with a price of more than 100 yuan could smoke for two weeks at first, but now it can't last a week. He spends 700 to 800 yuan on e-cigarettes every month." The results of tobacco epidemic monitoring in 2021 released by the China Center for Disease Control and prevention show that the proportion of middle school students who have used e-cigarettes has increased. The proportion of college students who have used e-cigarettes is 10.1%, and the proportion who are using e-cigarettes is 2.5%. Other data show that 10million people aged 15 and above in China smoke e-cigarettes, mainly young people aged 15 to 24. Xie Weilin, senior tobacco control project manager of Yunnan Chaoyi health consulting center, said that the reason why e-cigarettes are "targeted" at teenagers is that teenagers are curious, easy to accept new things, and lack a clear understanding of e-cigarettes and other products. In many cases, they will take the use of e-cigarettes as a "fashionable, cool and comparable" behavior. Teenagers prefer fruit flavored e-cigarettes In October, 2021, the Research Report on e-cigarette marketing and its impact on Teenagers' health released by the Institute of health communication of Fudan University showed that nearly half of the teenagers surveyed began to smoke e-cigarettes for the first time at the junior high school stage aged 13 to 15, while the most popular flavor used by teenagers who have smoked e-cigarettes in the past 30 days is fruit flavor. According to the relevant data of who, at present, there are about 16000 flavors of electronic cigarettes on the market. Among the e-cigarettes sold in China, there are also emerging flavors such as "lemon honey water", "Jasmine Longjing" and "peach soda". On April 25, outside a shopping mall in Kunming, the reporter met mojinyun, a junior student holding an electronic cigarette shopping bag. She showed the reporter three "strawberry snow ice" flavor cigarette bombs in the bag, saying that "the fruit flavor electronic cigarette smells sweet and the fruit flavor has a high degree of reduction, which can help relieve the psychological pressure of preparing for the exam." Mo Jinyun frankly said that in March this year, after the State Tobacco Monopoly Bureau issued the measures for the administration of e-cigarettes, she banned the sale of flavored e-cigarettes, which had a great impact on her. She went to four stores to buy the "strawberry snow ice" flavored cigarette bombs. Recently, the reporter learned from an e-cigarette collection store in a shopping mall in Kunming that since May, fruit flavored e-cigarettes have been taken off the shelves as required. The person in charge of the store said: "among the electronic cigarette products, the sales of cigarette cartridges with tobacco flavor account for a very low proportion. After the implementation of the new regulations, a large number of customers have been lost, and the turnover of the store has decreased significantly." However, he believes that with the continuous improvement of the regulatory system, the e-cigarette market will be more standardized, which is conducive to long-term development. Li Li told reporters that before the implementation of the new regulations, he hoarded 10 boxes of pineapple, white peach and other flavors of e-cigarettes. However, considering the impact of e-cigarettes on the body, he plans to quit smoking after smoking these. Electronic cigarette industry ushers in a strong regulatory Era In addition to restricting the taste, the administrative measures also clearly prohibit the sale of electronic cigarette products to minors. E-cigarette operators shall set up signs in prominent places not to sell e-cigarettes to minors. If it is difficult to judge whether they are minors, they shall require them to show their identity cards. Recently, the reporter visited a number of e-cigarette franchised stores in Kunming and found that similar signs such as "no purchase and use by minors" were placed in each store. "If the customer looks young, we will ask him to show his ID for verification." One of the staff said. The staff member said that e-cigarettes are not allowed to be sold online, and the operation of physical stores is relatively standardized. However, some businesses will let customers add wechat, directly communicate with each other, and then express or deliver them to their homes. In this way, there may be a risk that minors will buy e-cigarettes. In order to keep minors away from e-cigarettes, the new regulations also put forward that those engaged in the retail business of e-cigarettes should apply to the competent department of tobacco monopoly administration for a tobacco monopoly retail license or change the scope of the license according to law. Sales outlets of electronic cigarette products shall not be set around ordinary primary and secondary schools, special education schools, secondary vocational schools, special schools and kindergartens. The reporter's visit found that at present, the stores selling e-cigarettes basically have only business licenses, and have not handled the tobacco monopoly and retail license. The staff of the complaint center of Yunnan consumers' Association said that as a fast-moving consumer goods, with a clear regulatory body, the sales of e-cigarettes will be more standardized, and the e-cigarette industry will also enter a new stage with rules to follow. (outlook new era)