Restricting E‐Cigarette Flavour Names to Reduce Youth Appeal: An Analysis of <scp>N</scp> ew <scp>Z</scp> ealand's 2024 Regulations

New Zealand retailers frequently breach the flavour regulations. Despite many permitted options, retailers often attempt workarounds to bypass regulations, including listing products under previous names or descriptors that are not permitted, such as 'ice' or 'cola'. Sweet and fruit flavours dominate the online market. SO WHAT?: E-cigarette flavour restrictions should include sweet and fruit flavours to reduce appeal to youth and be supported by rigorous enforcement to prevent common retail workarounds.