Interview with the Chairman of the British Electronic Cigarette Association: The electronic cigarette industry needs to prevent excessive innovation, and nicotine bag regulation needs to be improved

Interview with the Chairman of the British Electronic Cigarette Association: The electronic cigarette industry needs to prevent excessive innovation, and nicotine bag regulation needs to be improved

Marcus Saxton, Chairman of the Independent Electronic Cigarette Trading Association (IBVTA) in the UK, stated that the e-cigarette industry should be cautious in the innovation process and avoid regulatory risks caused by overly complex functions. For emerging nicotine bag products, he called for strengthened regulation to ensure a safe and orderly market. In addition, he believes that advisory committees such as LostMary and ELFBAR are good initiatives that can provide objective information and guidance to the industry.

 

On October 22nd, during the IBVTA 24 forum, two of the top 2Firsts had a discussion with Marcus Saxton, the chairman of the UK Independent Electronic Cigarette Trading Association (IBVTA), who hosted the forum. He shared his in-depth views on the current situation, market, risks, and future development challenges of the UK electronic cigarette industry with 2Firsts.

Marcus Saxton, President of the Independent Electronic Cigarette Trading Association (IBVTA) in the UK, delivers a speech | Source: 2Firsts

Electronic cigarettes are relatively safer, but channel employees lack professional knowledge

 

Marcus emphasized that the e-cigarette industry provides smokers with a safer alternative, helping thousands of smokers reduce or quit traditional cigarettes.

 

The positive impact of the e-cigarette industry is evident, especially in helping smokers transition to safer alternatives, "Marcus said.

 

But facing the current market environment in the UK, he pointed out that with the rapid growth of the industry, companies must shoulder greater responsibilities, ensure operational compliance, and pay attention to the complexity of the market. He called on all practitioners to prioritize safety and responsibility in order to jointly maintain the sustainable development of the industry.

 

Compliance issues and the threat of illegal products require the joint efforts of our entire industry to ensure the safety of consumers

 

He introduced the current structure of the electronic cigarette market, especially the significant dominant position in disposable electronic cigarette products.

 

He pointed out that disposable electronic cigarettes account for about 80% of the market share in supermarkets and convenience stores, but the employees in these channels often lack professional knowledge and cannot provide sufficient guidance to consumers. In contrast, professional e-cigarette shops tend to sell rechargeable and reusable products, such as brands like Vaporeseso and OXVA, which can provide consumers with more professional advice and after-sales support.

 

Excessive product innovation may bring risks, and nicotine bags currently lack strict regulation

 

At present, a large number of "innovative" electronic cigarette products are emerging in the UK market, which adopt a "2+10" and "N-in-1" design, add screen and other functions to the packaging, and sell them to the market in compliance with regulations.

 

Marcus emphasized the importance of innovation in the e-cigarette industry, but also warned that excessive innovation may bring unnecessary risks. For example, although some devices offer more powerful features such as displays and high power output, these complex products are not suitable for all consumers, especially those who have just switched from disposable e-cigarettes to rechargeable devices.

 

He believes that overly complex functions not only fail to meet public demand, but may also attract excessive attention from regulatory agencies, thereby bringing negative impacts to the industry. Therefore, he advocates that the industry should find a balance between innovation and user experience, ensuring that products meet consumer needs without causing regulatory issues.

 

Marcus believes, "Therefore, innovation must maintain a balance with user needs, and cannot only pursue technological breakthroughs

 

When it comes to emerging nicotine products such as nicotine bags, Marcus said that these products have some potential in reducing health risks, but their regulatory strength is far less than that of electronic cigarettes.

 

He called on the government to accelerate regulation of these new products to ensure their market growth is safe and orderly. He also pointed out that although nicotine bags do not pose a direct threat to the e-cigarette industry, they can provide alternative options for certain consumers who are not suitable for using e-cigarettes, such as in public places or on flights.

 

Market competition and regulatory pressure are the two major challenges in the industry

 

Marcus believes that market competition and regulatory pressure are the two major challenges facing the current electronic cigarette industry.

 

Although competition has driven down prices and innovation, it has also led some companies to neglect compliance and even cut corners on product safety standards in order to seize the market. He specifically mentioned that when entering the market, enterprises must follow legal market access procedures to ensure that wholesalers and importers fulfill their responsibilities, only in this way can they ensure that the products ultimately sold to consumers are safe.

 

Marcus expressed strong concerns about illegal products, especially those from non compliant electronic cigarettes.

 

He pointed out that despite strict regulation of electronic cigarette products in the UK, there are still many non compliant products entering the market through illegal channels, threatening the survival of legitimate businesses. He called for further strengthening the crackdown on these products to ensure market fairness and compliance.

 

Establishing an advisory committee is a good measure

 

Recently, in the UK market, LostMary has established an advisory committee with ELFBAR, and Marcus shared his insights on this matter.

 

He mentioned that establishing an advisory committee is a good measure, which should be composed of experts with professional knowledge and independent opinions, who can provide objective information and guidance to the industry. This not only contributes to the standardized development of the industry, but also helps enterprises move forward on the right track.

 

He stated that IBVTA serves as a communication bridge between the industry and policy makers. He pointed out that one of the goals of the association is to gather accurate information, facilitate dialogue between manufacturers and regulatory agencies, and ensure the best results.

 

This process not only needs to take into account the growth of the industry, but also address any negative issues that come with it. He explained that trust relationships in many industries are established through years of cooperation, and IBVTA will continue to play a role in supporting responsible independent businesses, helping them maintain control and compliance in a fiercely competitive market.

 

He also emphasized that the participation of experts and scholars is crucial for the positive development of the industry. IBVTA will continue to drive experts to provide independent insights and help identify and address key issues facing the industry. Through such cooperation, the industry can better meet challenges and drive positive development outcomes.

 

Marcus mentioned that IBVTA has recently supported the Cross Party Responsible Group (APPG) in the UK Parliament. 2Firsts previously learned that the group will continue to speak out on issues related to e-cigarettes in Parliament and has initiated an investigation into the role of e-cigarettes in the UK.

 

He said that the APPG team is launching a public survey that is expected to end by the end of this month, "with the aim of trying to engage experts and scholars from various fields with categories, and submit their opinions on the field, how we can play a positive role, and identify problems and how we can solve them, so that we can obtain time results from it

 

Marcus stated that he remains optimistic about the future prospects of electronic cigarettes in the UK, and regulation will better promote compliance progress in the industry.