Imperial Brands calls for tough penalties on retailers selling e-cigarettes to minors

Imperial Brands, the British tobacco company, has called for strict penalties on retailers selling e-cigarettes to minors and urged the government to reform e-cigarette flavor names and ban products packaged in a way that appeals to youth.

According to a report from the UK retail website Talkingretail, Imperial Brands has suggested serious actions against retailers selling to minors and presented a series of solutions to curb youth smoking.

The company also called for government reforms on e-cigarette flavor names and a ban on products packaged in a way that “deliberately appeals to those under 18.”

Further proposed measures include more effective regulation and stronger deterrents for those who violate the rules, including fixed penalty notices and the introduction of a retailer licensing system. The owner of the Blu e-cigarette brand stated that they align with the views of Sir Chris Whitty, the UK Chief Medical Officer, that we should continue to encourage smokers to switch to e-cigarettes, as they pose lower risks, while preventing the marketing and sale of e-cigarettes to children.

The company also stated that banning e-cigarette flavors could easily drive some nicotine users back to tobacco smoking. Retailers selling e-cigarettes to minors could have their licenses revoked, with Imperial stating: “This will serve as a strong deterrent to irresponsible retailers.” Additionally, the company suggested taxing e-cigarette products, which could help raise funds for enforcement.

Oliver Kutz, General Manager of Imperial Brands in the UK and Ireland, stated:

“As a responsible manufacturer of tobacco and harm-reduction alternatives, we take a zero-tolerance approach to anyone under 18 using our products.”

However, he expressed that the company opposes Prime Minister Rishi Sunak's proposed “generational” ban on tobacco products.