ELFBAR and LOST MARY Commit to Flavor Compliance and Call for Licensing System

Vaping brands ELFBAR and LOST MARY have announced that they will abandon flavors that appeal to minors and are calling for the UK government to introduce a licensing system.

According to a report by the BBC on November 30, the well-known UK vaping brands ELFBAR and LOST MARY announced that they would stop producing electronic cigarettes with dessert and soft drink flavors that attract minors, while also calling for a licensing system similar to that for cigarettes and alcohol.

According to data from Nielsen IQ, ELFBAR and LOST MARY account for more than half of the sales of disposable electronic cigarettes in the UK, and both brands belong to the company Miracle.

The UK government's public consultation on new regulations for electronic cigarettes will end on December 6.

ELFBAR has already discontinued flavors such as bubblegum, cotton candy, and rainbow candy, and more flavors will soon be removed from the shelves. Although the "gummy bear" flavor has been renamed "gummy candy," it will also be discontinued shortly.

Although these changes will take some time to filter through the supply chain, they claim that these changes will soon be visible on the shelves. They are also seeking stricter restrictions on the sale of electronic cigarettes, including requiring retailers to have licenses and displaying electronic cigarettes behind the counter.

“Introducing such a system will reduce minors' access to electronic cigarettes and make it easier for authorities to better regulate the sale of vaping devices. Additionally, we believe this will help combat the growing illegal vaping market and improve the recycling rate of electronic cigarettes,” said an ELFBAR spokesperson. 

British American Tobacco (BAT) has also expressed support for the introduction of a licensing system. However, ELFBAR opposes the introduction of a new tax system similar to that for tobacco, arguing that new taxes may encourage former smokers to turn to illegal vaping or resume smoking.

On the other hand, Hazel Cheeseman, deputy CEO of the anti-smoking charity ASH, stated that increasing taxes on electronic cigarettes is crucial for controlling the illegal market, as it would allow for greater control of products at the borders.

According to a survey conducted this year, ASH found that 50% of 11 to 17-year-olds who have tried vaping have used ELFBAR, and 25% have tried LOST MARY. The second-largest vaping retailer in the UK, SKE, has not responded to this consultation.

Due to their appeal to minors, environmental pollution, and fire risks, many councils are calling for a complete ban on disposable electronic cigarettes.

According to Nielsen IQ statistics, ELFBAR and LOST MARY sold electronic cigarettes worth over £900 million within 12 months, averaging over 160 million units sold. However, these figures only account for half of the vaping market, as many tobacco shops, online retailers, and convenience stores are not included, so the actual numbers may be double this data.

The public consultation on electronic cigarette regulation will end on December 6, after which England, Scotland, and Wales are expected to introduce relevant laws as soon as possible.