Within the industry, Elf Bar is accused of being particularly opportunistic and, in some cases, irresponsible. We have actively co-operated with regulatory authorities and will also improve our internal quality control processes to prevent such issues from recurring.” Elf Bar says the products, which are legal elsewhere, had “inadvertently” ended up on UK shelves, adding “Elf Bar has immediately ceased all production and distribution of the non-compliant products. In February, some Elf Bar models were removed from sale in supermarkets after they were found to contain outsize cartridges with over 50 per cent more than the legal limit of nicotine (in the UK, the limit is no more than 2ml of an e-liquid containing 20 milligrams of nicotine per millilitre). “ are available for pocket money prices on every street corner, and they’re currently packaged more like a sweet or a toy than a smoking cessation device,” says Deborah Arnott, chief executive of Action on Smoking and Health (ASH). They are far more stylish than the chunky refillable e-cigarettes historically used by ex-smokers, and have become something of a status symbol. So why have Elf Bars proved so popular? It is easy to see how they have taken off among teens. It goes on to say that it has “registered our products with all relevant regulatory authorities” and that the company’s “goal is to help smokers quit smoking and have a better lifestyle.” It “does not endorse nor recommend the promotion of e-cigarettes on social media.” Elf Bar says it has now issued an “advertisement guideline prohibiting employees from advertising and marketing activities targeting minors”. The hashtag #ElfBar has 1.8 billion views on the platform to date. TikTok removed two accounts following the investigation, but recent evidence suggests the promotion of disposable vapes via user-generated videos has continued unchecked. In July last year, the company was reportedly flouting advertising rules by using paid-for influencer marketing on TikTok, according to an investigation published in The Observer. In the UK, Elf Bar – a Chinese-owned company now worth £322.1 million in the UK – has seen a rapid rise in popularity, but has already faced controversy. In the US, the e-cigarette brand Juul reached a $462 (£367) million settlement with six US states, settling lawsuits that claim it aggressively marketed its products to teenagers. Vape manufacturers are increasingly under the spotlight. “The simple answer is we don’t know enough regarding the long term impact on children.” “Although vaping is generally much safer than cigarettes and vapes include a fraction of the chemical products, they do still contain chemicals that are being inhaled into our deep lung tissue,” says Gareth Nye, a scientist at the University of Chester with an interest in vapes. ![]() In Australia, the government is planning to ban e-cigarettes and discourage vaping, especially among teenagers. ![]() But the number of children taking up vaping having never smoked continues to cause concern. The Government promotes e-cigarettes as a useful tool for smoking cessation in adults, and recently announced free vaping starter kits for one million people in a bid to help them quit. Teachers are resorting to searches and suspensions they struggle to stop students vaping in stairwells and flushing vapes down the toilets. Pupils hide the devices in toilet roll holders, behind ceiling panels and under their clothes, and disrupt lessons by sneaking out to vape. They are particularly popular with teenagers – so much so that schools are installing sensors to catch pupils who are vaping. Each contains 600 ‘puffs’ and, like most disposable vapes, roughly the amount of nicotine found in 40 cigarettes. ![]() They are prefilled with nicotine-infused liquid in flavours including cherry cola, watermelon and ‘blue razz lemonade’. These brightly coloured, super-sweet e-cigarettes are everywhere: lined up behind newsagents’ counters littering parks and pavements outside schools and colleges behind a cloud of cloying vapour as you walk down the street.Īround 2.5 million Elf Bars are sold in the UK each week. You may not know what an Elf Bar is by name, but you’d almost definitely know one by sight.
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