Brands such as ELFBAR and LostMary have signed up to the UK Independent e-cigarette Trade Association

According to the British retail website TalkingRetailDecember 11 reported that the British Independent Electronic Cigarette Trade Association (IBVTA) has developed a set of voluntary agreement standards for the electronic cigarette industry, which specifies how the product should be marketed, as well as relevant provisions such as product name and taste.

In addition to various existing regulations and measures, this agreement is intended to directly address the recent increase in youth access to and testing of e-cigarettes in response to any future measures that may be introduced by the Government. These problems have been reported, mainly due to the increased availability of single-use e-cigarettes.

The code stipulates that disposable e-cigarette products should not appeal too much to children. To be clear, those who sell e-cigarettes must ensure that they follow recycling responsibilities and are responsible for encouraging e-cigarette customers to recycle their products responsibly.

This code of conduct has been signed up by multiple parties in the e-cigarette supply chain, including the UK’s market-leading single-use product manufacturers, manufacturers, distributors, and retailers.

The parties that signed the agreement are responsible for more than 50% of disposable e-cigarette products on the market, including IMiracle, owner of the ELFBAR and LostMary brands, which is the most widely used disposable e-cigarette in the UK. More signatures from the Independent UK e-Cigarette Trade Association (IBVTA) will be promoted in the coming weeks.

The specification clearly states the following:

  • Notify the Medicines and Healthcare Products Regulatory Agency (MHRA) of products only if they comply with UK laws and regulations, if notification is required by law;
  • Brands or product names of well-known food, beverage, candy bars, cartoon or entertainment brands or merchandise (e.g. Skitle, Prime, Fantasi, Coca-Cola, JollyRanger) are not permitted;
  • Do not offer items with flavor names similar to well-known food, beverage, candy bar, cartoon, or entertainment brands or goods (e.g. gummy bear, Haribo, Orio, RedBull);
  • It can only provide flavor names to accurately reflect flavor characteristics, not abstract concepts that may appeal too much to children, or items that may not pass on flavor characteristics to adult customers (e.g. ‘dragon blood’, ‘unicorn shake’, ‘rainbow blast’);
  • Provide only prominent images of fictional characters on products or packaging that do not show cartoon characters or in entertainment primarily aimed at young people;
  • Offer only items that do not resemble toys, beverage bottles, water bottles, or similar novelty shapes aimed primarily at teenagers;
  • The introduction of due diligence measures in the supply chain aims to reduce the supply of products to retailers with no experience in selling age-required goods or those without a rigorous age-verification process. These may include informing our wholesale customers of regulatory policies and how to provide good practice guidance for due diligence 2015 to implement the
  • Nicotine Inhalation Products (Age of Sale and Buying by Agent) Regulations;
  • The obligation to comply with waste and recycling regulations in our own business and to pass on retailer responsibility to our retail customers.
  • MarcusSaxton, chairman of the Independent E-cigarette Trade Association (IBVTA), said: “I am delighted that the code of conduct published today will cover 50% of single-use e-cigarette products in the UK market. This proportion will gradually increase in the coming weeks and months as more businesses sign up.”

“This shows that the e-cigarette industry is willing and able to deal with recent concerns, including access to e-cigarettes for people under the age of 18 and increased demand for recycled e-cigarette brands.”

“However, this industry cannot operate independently. We look forward to working with the government to establish a responsive and proportionate regulatory regime. The government also needs to take seriously the growing problem of the illegal e-cigarette market. Of course, these products will not follow the measures we are announcing today.”