John Dunne, director general of UKVIA, the UK vaping association, has warned that vaping brands that fail to act responsibly risk killing the industry.

He spoke to more than 1,000 e-cigarette company executives in Shenzhen, China, during the ECCC's annual work conference.

In a recorded speech played on a big screen, representatives were told it was unacceptable for companies to sell products designed to appeal to children.

Targeting young people, illicit use of social media influencers - particularly on non-age-restricted platforms like Tic Toc - and failure to address the environmental impact of disposables are some of the challenges facing the industry, UKVIA director-general says The real major threat.

He said: "Brands need to behave in a more responsible manner, they need to comply with local laws, or they risk killing our industry.

At the last big conference in 2022, Dunn showed off examples of vaping products with cartoon characters or shaped like popsicles.

He said: "These products are unacceptable. Not only are they illegal, but the companies producing and selling such childish products are simply providing ammunition to anti-vaping groups.

"Young people's uptake of single-use e-cigarettes is of particular concern, with the proportion of 11- to 17-year-olds in the UK choosing single-use products up sevenfold by 2021."

"Youth acceptance continues to dominate the news media, and disposable e-cigarettes becoming the go-to e-cigarette for underage users could be disastrous for public perception."

“So, I would like to ask all of you gathered here today to think about the products you make for an adult audience, who those products are for.”

Dunne also highlighted that companies that do not comply with WEEE recycling regulations, sell illegal large suction devices or sell unregistered products also put the industry at risk.

On a more positive note, he also shared the findings of an economic impact report commissioned by UKVIA from the Center for Economics and Business Research Cebr.

The report found that based on a turnover of £1.325 million, the UK vaping industry would add £401m in gross value to the national economy in 2021. The industry also supports 8,215 full-time jobs and provides £154m in staff compensation.

Dunn also told delegates that traditional avenues to market are being challenged, highlighting the growing availability of vaping products through fast-delivery companies, leading to a sharp increase in evening sales.

He said UK government regulations continued to support vaping and told the conference the industry was still awaiting the release of the government's new tobacco control plan, which he hoped would favor vaping.

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