Dr. Robin Quigg of the University of Otago in New Zealand researched vape use among young Māori, finding that over half of participants aged 18-26 had no history of smoking but had used vapes. Due to vapes’ compact size, odorless design, and addictive nicotine content, their use in public settings has become normalized, with rising prevalence among young Māori. Dr. Quigg calls for enhanced New Zealand regulations on vape device design while emphasizing the need for multifaceted measures to reduce their appeal and protect youth.
Key Highlights:
- Unique Research Context: This is the first study on vape use among young Māori published in the peer-reviewed journal Nicotine & Tobacco Research, employing a Māori framework and group interviews.
- Distinct User Profile: Participants were predominantly young Māori aged 18-26, with over half having no prior tobacco smoking history yet currently using or having used vapes.
- Key Influencing Factors: vape design features—compact size, odorlessness, and stealthy vapor—combined with nicotine’s addictive properties, drive normalized public use.
- Specific Regulatory Recommendations: New Zealand should mandate larger vape sizes, adopt medical-grade designs, and introduce less appealing flavors to reduce device concealability.
- Comprehensive Regulatory Perspective: The study explicitly states that “device regulation alone is insufficient,” emphasizing the need for concurrent, stronger measures to fundamentally reduce vapes’ appeal to youth.
New Zealand Medical Study: Vapes Become Routine Tool Among Māori Youth
August 28, 2025 — According to Mirage News, a researcher from the University of Otago (Ōtākou Whakaihu Waka) has called for urgent and targeted vape regulations. Her recent study revealed that the discreet design of vape devices encourages normalized use, with rising adoption rates among young Māori.
Dr. Robin Quigg from the Department of Preventive and Social Medicine researched the context of vape use among young Māori. This marks the first study published in the peer-reviewed journal Nicotine & Tobacco Research that employs a kaupapa Māori framework and utilizes group interviews.
Scholars call for restrictions on device design
Most participants were aged 18 to 26, with over half having never smoked traditional cigarettes but currently using or having used vapes. They cited the devices’ small size, inconspicuousness, and ease of concealment as factors contributing to their continued use, alongside nicotine’s addictive properties.
Dr. Quigley noted: “Our findings indicate that the design of vape devices—particularly their concealability—drives normalized and increasing use among young people. Vaping has become commonplace virtually anywhere, especially within public buildings like libraries, club rooms, and lecture halls. The design and characteristics of vape devices—compact size, odorless or sweet-flavored, and discreet vapor—facilitate this behavior. Simultaneously, nicotine content drives users to vape indoors and outdoors. Urgent, targeted regulatory action on vape devices is now imperative. In New Zealand, existing policies struggle to keep pace with the evolving landscape of nicotine products.”
Based on the research findings, Dr. Quigley recommends that policymakers consider stricter regulations on vape device design. This includes mandating larger device sizes, adopting designs more aligned with medical use rather than lifestyle trends, and using flavors with stronger odors and lower appeal. “These adjustments would reduce the stealthiness of vape devices while preserving the environmental integrity of indoor spaces like libraries, lecture halls, and bars, as well as smoke-free outdoor areas such as urupā (Māori burial grounds), marae grounds, and playgrounds.”
However, the study also notes that stricter regulation of vape devices alone is insufficient to adequately protect young people. “Instead, stronger measures must be implemented to reduce the appeal of vapes.”
