New Regulation Changes 2025


The biggest legal shift the NZ vape industry has ever faced is now live.

For some, this might feel like full-blown Doomsday.
For others, it’s just a matter of double-checking a few listings and shifting a display.
Wherever you sit on that scale, one thing is universal: these new rules are massive — and the interpretation of them still varies wildly across the industry.

💭 Here's the thing... 

It’s a moment to reset, refocus, and show what we’re really made of — as a team and as an industry.

This isn’t the end. It’s an opportunity to:

  • To strengthen your business

  • To build deeper trust with your customers

  • And to stay ahead of the curve

We’ve already done the mahi to get our own business in shape, and we’re here to share whatever we can with those who need help.

🚨 New Confirmed Updates

We have spoken directly to the Ministry of Health and here’s what we now know for sure:

✅ Dry herb devices are considered vaping products 
That means they follow all the same rules:

  • No online images

  • No advertising or promotional content

  • No visibility online or in-store

💸 Fines are happening — starting today 
The Ministry is going full force from Day One.
$2,000 fines will be issued immediately for any non-compliance.
No grace period. No warning. No excuses.

 

🔍 Here's a Recap of What Changed Today 

❌ Disposable Vapes = Banned 

If a device can't be recharged or refilled, it's banned.
Pod systems are fine.


🔐 No More Display or Visibility

  • No vape product visibility in general retail

  • SVRs can't display anything that’s visible from outside the premises

  • No product images or flavour visuals online – including dry herb

  • No stylised text, sale banners, or “look at this” promo cues

  • (Standardised font, text-only listings are key)


Want a real example?
💻 Use our updated website as a reference point, but please be aware we are just going off of our interpretation of the new laws: https://www.vapoureyes.co.nz


❌ Discounts, Promos & Rewards Are Gone 

That includes:

  • Loyalty programs (Dripcoins etc.)

  • Sales and % discounts

  • Free gifts or giveaways

  • Referral bonuses

  • Games or competitions tied to purchases

No More Customer Communications About Products

SVRs (Specialist Vape Retailers) must no longer communicate directly with customers regarding regulated products. This includes emails, text messages, social media messages (DMs), or any other direct communication about product availability, promotions, or new arrivals.


Under the Act, it's prohibited to encourage the use of vaping products, promote their sale or availability, or promote smoking or vaping behaviour in any way. That means no blogs, FAQs, or guides that could be seen as marketing or influencing customer behaviour.


🚨 The only details that may be displayed on products are: 


  • The brand name of the regulated product

  • The variant name

  • The amount, quantity, or size

  • The price


These details must appear in black text only, either printed or handwritten, using a typeface no larger than Helvetica 16pt.


We're Not Here to Preach — Just to Help

We’re not legal advisors. We’re not claiming to have the perfect interpretation.

But we’ve done our homework. We’ve made every adjustment we possibly can — and we’re happy to share how we approached it.


So if you’re stuck or stressed or just unsure, flick us a message.
Ask the question. We’ll help however we can.


Final Thought

This is big. It’s messy. And for some, it feels like a punch in the gut.

But this is also our moment to shine — to show that professionalism, compliance, and great customer service can exist together. If we keep calm, stay transparent, and support each other, we’ll not only get through this — we’ll come out stronger on the other side.

Let’s lead this thing.


You’ve got this — and we’ve got your back.

Further information about recent and upcoming changes can be found on the Ministry of Health website 

- Upcoming changes to Smokefree laws - health.govt.nz