Some products of the disposable e-cigarette brand Elf Bar have been taken off the shelves in the UK market because the injection volume of e-liquid in its product Elf Bar 600 was detected to be as high as 3ml to 3.2ml. In the UK, the content of nicotine liquid in e-cigarettes is legally limited to 2ml, of which the maximum nicotine strength should be 2%.

This is an electronic cigarette brand from Shenzhen. According to public information, the Elfbar brand was founded in 2020 by Shenzhen Love Miracle Technology Co., Ltd. (referred to as "Love Miracle"). Ai Miracle was established in 2014. It owns e-cigarette distribution platform Heaven Gifts, vape brands ELF BAR, LOST MARY, heat-not-burn brand TQS, and atomizing core technology brand QUAQ. Its business network covers the United States, Southeast Asia, the European Union, Russia, etc. More than 100 countries and regions.

After the breach, chain stores of Sainsbury's, Tesco and Morrisons, the three largest retailers in the UK, removed some of Elf Bar's products from their shelves. In a public statement, Elf Bar said it had found some products in the UK market that exceeded the allowable e-liquid fill levels, but had not found any issues with nicotine concentrations. As the product does not fully comply with UK regulations, will assist in securing removal from shelves.

A reporter from Nanduwan Finance Agency hopes to learn more about Elf Bar’s recall, compliance construction, etc., and ask questions through Elf Bar’s official website channel, as well as the latest situation of Ai Miracle’s public email and telephone interviews. As of press time, no reply has been received.

Disposable e-cigarettes face stronger scrutiny

E-cigarettes going overseas is an important business of Aimi Miracle. The company initially acted as an agent for domestic and foreign e-cigarette brands, helping brand promotion and exporting to overseas markets. It is one of the earliest and largest e-cigarette trading platforms in the e-cigarette industry. At present, the incident continues to ferment in the industry, which has brought a certain degree of trust crisis to Chinese e-cigarette brands going overseas. At present, in addition to the United Kingdom, the United States also has objections to Elf Bar, which was handed over to the FDA on February 8 for a public vote, causing a major blow to disposable e-cigarettes.

Zheng Zhi, an industry expert and founder of Zhiyuan Technology, told the reporter of Nanduwan Finance and Economics that the tricky way of overfilling the disposable e-cigarette brand Elf Bar still has a certain impact on Chinese brands, which will make regulators strengthen their supervision of Chinese products. Those who are interested in the review even deliberately make use of the topic to check Chinese brands with a magnifying glass. "Compliance is full compliance with regulations, even if it is unreasonable, we can raise objections and prompt regulators to revise regulations."

As the best-selling disposable electronic cigarette product in the UK market, Elf Bar 600 sells 2.5 million sticks in the UK every week, accounting for two-thirds of all disposable electronic cigarettes. The incident of Elf Bar being taken off the shelves in the UK this time is undoubtedly a heavy blow to the disposable e-cigarette market.

Although the UK is tolerant of e-cigarettes. However, disposable e-cigarettes are facing stronger scrutiny and supervision because they are easier to use and harder to regulate, lowering the threshold for young people to access e-cigarettes. A British lawmaker has announced that a bill to ban the sale of disposable e-cigarettes will soon be introduced, according to British media reports. The Scottish government is also considering a ban on single-use items.

Whether it is at the regulatory level or in the industry, disposable electronic cigarettes are facing torture. Some people in the industry told reporters from Nanduwan Finance and Economics that disposable electronic cigarette products have lower access thresholds than bomb-changing products. At the same time, disposable products also follow the low-price route, with thinner profits, and it is difficult to guarantee the safety and quality of products, which is not conducive to the in-depth development of the entire industry towards high-quality technologies.

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