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You might have seen some alarming ads in your social media feeds recently. A plethora of new brands (and one familiar tobacco company) are offering sleek and stylish new products that look a lot like e-cigarettes – but claim to be something else.  

These products, called nicotine-free e-cigarettes or “aromatherapy diffusers,” purportedly offer a “safe” and fun alternative to smoking and vaping. But is this new trend too good to be true?  

What are nicotine-free vapes and diffusers?  

These products look and function exactly like typical e-cigarettes, but with one key difference: They don’t contain nicotine.  

Instead, nicotine-free vapes and diffusers typically contain artificial flavorings or essential oils mixed with vegetable glycerin. Additionally, some diffusers claim to have benefits that aid focus, sleep, relaxation, and energy. 

These products have the purported goal of helping adult e-cigarette users stop consuming nicotine. But in reality, they are just another dangerous product pushed by tobacco companies that are even easier for kids to access.  

Are they safe? 

These products are not as harmless as their manufacturers claim. The ingredients in nicotine-free vapes and diffusers can cause irritation and inflammation of the lungs, mouth, and throat, as well as causing an inflammatory reaction in blood cells. Plus, multiple studies suggest that nicotine-free vape liquid can harm and kill cells in the lungs and heart.  

These brands make lofty claims about their ability to break a vaping addiction, but they don’t support these claims with scientific evidence.  

None of these products are regulated by the FDA.  

Do they pose a risk to youth?  

Kids and teens might be tempted to try nicotine-free e-cigarettes and diffusers due to their flavors, attractive packaging, and perceived safety. While these products might not contain addictive chemicals, young users are likely to become accustomed to the ritual of reaching for an e-cigarette. It isn’t hard to imagine that these new products created by tobacco companies are “starter products” to get people to initiate use of nicotine-containing products. Public health advocates have already raised concerns that these products are priming the next generation of smokers.  

Plus, these products are not subject to the same regulations as nicotine-containing products. Advertising of tobacco products has been heavily restricted for years, but brands like Füm and Pure have active social media accounts and advertise on platforms with big youth audiences like YouTube and TikTok. And, with the exception of Reynolds’ Sensa, most brands do not require age verification to access their website. This is a clear red flag and poses risk to youth. 

The flavors, packaging, and marketing of nicotine-free vapes all make one thing clear: Companies making these products are reusing the same tried-and-true tobacco industry playbook that has kept people addicted for decades – first through combustible cigarettes and later with trendy e-cigarettes. They might not contain tobacco, but nicotine-free e-cigarettes still threaten to make youth vulnerable to tobacco use.  

Are they legal? 

The legality of nicotine-free vapes and diffusers is uncertain.  

Under federal and Virginia law, individuals must be 21 to purchase e-cigarettes. This law extends to nicotine-free vapes because they are currently still categorized as a tobacco product. However, many brands avoid these regulations by labeling their products as “diffusers” or using other euphemistic names.  

Brands themselves acknowledge the legal confusion around their products and assert that customers must be over 21, but most make little or no attempt at verifying customers’ ages in practice. Dozens of manufacturers of nicotine-free vapes sell their products online, making it even easier for youth to access these products.  

The bottom line: Nicotine-free e-cigarettes and “diffusers” are not a low-risk product. Public health advocates should be wary of these products and continue to educate youth about the dangers of these products and other e-cigarettes.