UK: Puff manufacturers anticipate regulations by removing attractive flavors

Elfbar, the UK's leading e-cigarette brand, and its subsidiary, Lost Mary, have announced they are abandoning candy-like flavors deemed attractive to children. Elfbar has also called for a new licensing regime similar to that which applies to cigarettes and alcohol. British American Tobacco has taken a similar path.[1].

This announcement follows the UK government's consultation on proposed measures to protect future generations from the risks of smoking by creating the first tobacco-free generation. The consultation also raises questions about proposals to limit youth vaping and ensure enforcement. UK Prime Minister Rishi Sunak has proposed imposing additional taxes on vaping products, restricting flavors, and banning disposable devices.

A decision that confirms that the flavors are intended for young people

An Elfbar spokesperson said banning attractive flavors would reduce children's access to e-cigarettes. According to NielsenIQ, these two brands alone account for more than half of all disposable e-cigarettes sold in the UK. Elfbar has already stopped selling Bubble Gum and Cotton Candy flavors in the UK and has rebranded some brands like Gummy Bear as "Gami," according to the BBC.

Vuse's parent company, British American Tobacco (BAT), launched a similar media campaign earlier this week, calling for increased regulation of the vaping industry before the government consultation closes on December 6. It claims that e-cigarettes flavored with dessert and soft drink flavors should be banned. A BAT UK spokesperson said: We believe minors should never consume these products, which is why we want candy, dessert, and soft drink flavors banned. ".[2]

These statements from industry representatives confirm the warnings of public health experts and what numerous scientific studies have established: that marketing around puffs is primarily driven by the availability of flavors and is designed to attract young consumers. Fruity and sweet flavors facilitate the introduction of young people to nicotine products. Products like puffs, which emphasize their recreational dimension, play a central role in the normalization of nicotine.

An opportunity to present ourselves as “responsible” actors

While Elfbar wants to present itself as a responsible player in the eyes of policymakers, the brand is opposed to the introduction of a new tax on vaping products, stating that the latter would penalize current consumers.

Hazel Cheeseman, deputy chief executive of Action on Smoking and Health (ASH), said an additional tax on e-cigarettes is needed to better control the market, particularly to combat parallel markets.

Similarly, British American Tobacco is communicating in various countries about its commitment to preventing smoking and vaping among young people. However, the manufacturer's statements remain undermined by the facts that have emerged: numerous large-scale marketing campaigns are being deployed by the manufacturer in favor of its new products. These campaigns directly target adolescents. In 2021, BAT launched a £1 billion marketing campaign in the United Kingdom. The campaign focused particularly on social media, including TikTok, and the sponsorship of promotional events for its new products. In France, the tobacco company also rolled out a large-scale advertising campaign at points of sale and online to promote its new products (vaping and nicotine pouches).

Keywords: Elfbar, Vuse, British American Tobacco, flavors, marketing, teenagers, regulation, United Kingdom, puffs, vaping

AE

[1] Ben King, Elfbar: Top vape firm drops sweet flavors over appeal to kids, BBC, published December 1, 2023, accessed December 4, 2023

[2] Matt Jackson, UK's leading vape brand pledges to drop flavors that 'appeal to children', Express, published November 30, 2023, accessed December 4, 2023