- Legal Constraints on Mandatory Health Warnings
Major global markets impose strict regulations on health warnings for e-cigarette labels, with a trend toward larger, more graphic presentations. For example, China’s Regulations on E-Cigarette Warning Labels require that the front of the label must carry a fixed warning such as “Smoking e-cigarettes is harmful to health,” while the back must rotate warnings like “Quitting e-cigarettes early is good for your health.” The warning area must occupy no less than 35% of the respective label surface, and the text must use boldface font with a background contrast (△Eab) ≥ 40.
The EU TPD mandates that nicotine concentration be labeled as “nicotine – __ mg/ml” and that warnings be presented in both English and French, such as “WARNING: Nicotine is highly addictive,” with font sizes ranging from 1.5mm to 3mm depending on the main display area.
Australia has even stricter rules. Under the 2024 Public Health Act, e-cigarette labels must include graphic warnings (e.g., cancerous tumors, tracheostomy images) and prohibit misleading terms such as “light” or “low-risk.” While these rules enhance consumer risk awareness through visual impact, they greatly reduce the available design space. Designers must skillfully balance brand identity and regulatory compliance within the limited area outside the warning zones.
- Accuracy Requirements for Ingredient Listings and Technical Specifications
Each country has clear labeling requirements for e-cigarette ingredients. China mandates the listing of nicotine content, additives, and applicable standards, while prohibiting claims such as “health benefits” or “harm reduction.” The EU TPD further limits nicotine content to 66mg/ml and requires containers with nicotine to display child-resistant symbols and toxicity warnings. Ingredient lists must be ordered by weight, and vague terms like “Flavorings” are not allowed.
In the U.S., the FDA’s PMTA certification process requires label samples to truthfully reflect the actual product, including size, color, and warnings. Manufacturers must also submit migration test reports to ensure that harmful substances do not leach from the e-liquid into packaging materials. As a result, designers must reserve clear and prominent areas for ingredient lists and use high-resolution printing techniques to ensure clarity, increasing design complexity.
- Ethical Constraints on Cultural Taboos and Minor Protection
Label designs must avoid elements that could trigger cultural conflicts or appeal to minors. In China, using packaging that resembles food or beverages—such as “milk tea cups” or “cola cans”—or names like “fruit cup” and “vape energy stick” is prohibited. The EU bans cartoon characters, bright colors, and graphics that imply flavors on labels to deter youth appeal.
Cultural and religious sensitivities must also be considered. In Middle Eastern countries, symbols like pigs or crosses are generally forbidden; in India, the use of cow-related imagery may be restricted due to religious customs. Designers must conduct market-specific cultural sensitivity checks to prevent legal disputes or consumer backlash caused by inappropriate symbols.
- Sustainability and Eco-Friendly Material Constraints
As environmental awareness grows, stricter demands are placed on the materials and manufacturing processes of e-cigarette labels. The EU’s RoHS directive bans harmful substances such as lead and mercury and requires that label inks and substrates meet environmental standards. Countries like Denmark promote standardized packaging using matte Pantone 448C, with smooth, textureless surfaces and tape no wider than 3mm to reduce visual appeal and support recycling.
China’s National E-Cigarette Standard (GB 41700-2022) requires label materials to be durable, resistant to wear or fading during regular use, and encourages the use of biodegradable materials. Suppliers like Avery Dennison have developed removable adhesive labels that solve peeling issues on small-diameter vape pens but require removal within 48 hours without leaving residue—placing higher demands on adhesive formulas and printing processes.
- Standardization of Technical Specifications and Functional Markings
Each country has quantifiable standards for functional label elements. China requires QR codes on packaging boxes to be 12mm wide, placed in the top-right corner on the back, with at least 600 DPI resolution and no surrounding graphics. The EU stipulates that health warning text must use capitalized, bold letters in bilingual formats, arranged side-by-side or top-bottom, but not combined. The U.S. FDA requires labels to carry child safety warnings such as “Keep this product out of reach of children and pets” in a font no smaller than 12 pt.
Standardization of technical parameters restricts design freedom. For example, RELX once faced consumer complaints over blurry QR codes, highlighting the challenges of ink adhesion and clarity on small-format labels. Designers must carefully balance information density with readability while ensuring the integrity of QR codes, anti-tamper seals, and other functional elements.
- Strict Controls on Advertising and Promotional Language
Label designs must avoid containing or implying promotional or advertising messages. China’s Administrative Measures for E-Cigarettes strictly prohibit claims such as “smoking cessation” or “substitute” in labels, manuals, or advertising, and ban packaging that implies the product is “trendy” or “healthy.” The EU TPD likewise prohibits misleading terms like “low tar” or “harmless” and restricts the size and placement of brand logos to prevent excessive marketing.
