ANDS Europe GM: excessive government regulation could squeeze compliant companies out of the market

Mary Carmen, General Manager of ANDS Europe, agrees with regulatory policies, stating that if disposable e-cigarettes are banned, the company would understand. However, she believes that excessive government regulation could push compliant companies out of the market.

On September 16, at the Dortmund Tobacco Exhibition, ANDS Europe General Manager Mary Carmen was interviewed by e-cigarette brand partners regarding environmental issues and regulatory policies in various countries. Previously, ANDS announced the launch of its environmentally friendly e-cigarette product Slix, which contains 99.2% recyclable components, claiming that this e-cigarette reduces waste, with only 8% of waste ultimately ending up in landfills.

Mary told partners that ANDS's new product Slix is already available in UK stores and Middle Eastern duty-free shops, with plans to expand into Europe and other overseas markets. The ANDS brand focuses on addressing environmental issues, committed to the recycling and repurposing of e-cigarette products, providing environmentally friendly options for adult consumers.

"We will make greater efforts to recycle products or dismantle them for reuse," Mary said.

In terms of marketing strategies, many e-cigarette brands are now choosing to collaborate with well-known automotive brands, including Porsche, to expand their reach and influence. However, Mary stated that ANDS is a new brand and currently has no partnerships with well-known automotive brands; in the future, ANDS will explore more collaboration possibilities, such as establishing partnerships with sustainable clothing brands.

Regarding e-cigarette policies, the EU's battery regulations will take effect in 2026, which could lead to a ban on disposable e-cigarettes.

In this regard, Mary expressed that ANDS supports reasonable regulation and calls for discussions with stakeholders to jointly address issues. She believes that from an environmental perspective, the EU is striving to create a society focused on recycling, and ANDS supports any form of reasonable regulation. "If disposable e-cigarettes are banned, the company understands and has an obligation to adapt and participate in the establishment of rules," she added.

The European e-cigarette market is facing challenges from illegal products. Reports indicate that 90% of e-cigarette transactions in Spain occur in the black market. Such issues exist in many parts of Europe. However, ANDS believes that cooperation and enforcement are key to solving these problems, and the government should focus on compliance costs to ensure the competitiveness of the legal market.

"However, when the government begins to excessively regulate products, compliant companies will be pushed out of the market," Mary believes.

Mary also mentioned Germany's e-liquid tax policy. She believes that price is the main driving factor for consumers when choosing products, and consumers are very sensitive to price, especially for disposable e-cigarettes. If taxes rise, illegal trade will increase.

"We hope to have the opportunity to engage with the government to influence decision-making. We hope customs can enforce and track, and local law enforcement can better address black market issues," Mary said.

Finally, Mary hopes that governments worldwide can provide more support for smoking cessation methods and encourage the use of safer alternatives, while also cautiously formulating tax policies for tobacco to address smoking issues.