At the end of October 2021, the UK MHRA issued clear guidelines to support the introduction of e-cigarettes as a licensed therapy to the market. It is considered by e-cigarette practitioners in various countries that this is a great benefit to e-cigarette brands.

But Christopher Snowden of the Institute of Economic Affairs said that it is likely that only tobacco companies can successfully license their products.

Robert West, Professor of Health Psychology and Director of Tobacco Research at University College London, stated that he does not believe that "any e-cigarette manufacturer independent of the tobacco industry will have the resources to overcome these obstacles."

West said: "This can easily lead to a situation where tobacco companies can prescribe e-cigarettes while others cannot.

"I worry that MHRA may have missed an opportunity and it has not made the process simple enough to produce more successful applications," said Clive Bates, director of Counterfactual. He expressed concern that the agency's request for "unnecessary or cost-effective" information would make the licensing process too complicated.

Another concern is consistent dosage. Many people believe that in order to maintain consistent dosage, closed systems will take precedence over open systems, and consumers can control the intensity of nicotine.

"MHRA must evaluate both equipment and liquids. This is good for sealed disposable devices and cartridge-based systems," Bates said.

According to the MHRA, once a company submits a marketing authorization application, the standard timeline is 150 days, plus any time it takes for the company to answer questions that arise. This path has been available since 2013, but it is “expensive and time-consuming”.

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