Background:
Until January 1, 2021, there were no restrictions on the sale and promotion of HTPs, HTP devices, e-cigarettes, and e-liquids in Ukraine, except for prohibiting smoking e-cigarettes in designated public places. The tobacco industry aggressively promoted the concept of alternative tobacco and nicotine consumption, leading to a staggering increase in e-cigarette use among 13-15 y. o. children. In 2017, the GYTS survey revealed an 18.4% prevalence of e-cigarette smoking in that age group. The decline in tobacco use has halted among the adult population, and there is a concerning trend of increasing tobacco and nicotine consumption, particularly among youth and women.

Objective:
Control over advertising and using HTPs and e-cigarettes.

Methods:
The public has appealed to the WHO FCTC policies, its guiding principles, decisions made by FCTC parties, and Directive 2014/40/EU. Through collaborative efforts between the public and tobacco control advocates in Parliament, a comprehensive anti-tobacco law, Law No. 1978-IX, was successfully passed.

Results:
As of June 1, 2022, HTP products were classified as tobacco products, subject to corresponding requirements such as health warnings and advertising and promotion bans. Textual health warnings were also mandated for e-cigarettes and liquids. From July 11, 2022, smoking HTP in designated places, including all public premises, was prohibited, with airports being the only exception. From July 11, 2023, a new set of measures to protect the population from tobacco and ENDS will come into effect: the ban on selling flavored e-liquids, cigarettes and rolling tobacco. the ban on advertising of HTP devices, e-cigarettes, and e-liquids e-cigarette, e-liquid content requirements in accordance with Directive 2014/40/EU.

Conclusions:
Research shows that cafés, bars, and restaurants comply with the ban on smoking HTPs and e-cigarettes indoors. Ukraine is confidently moving towards reducing the popularity of HTP and ENDS, especially among children and youth.