We at blu believe only those who are old enough to decide for themselves should be able to make the decision to vape, and we’re committed to ensuring that our products aren’t sold to under-18s.

From the disposal of our products to our messaging, as a brand, we’re taking steps to encourage our customers to think responsibly when they vape.

Keep reading to learn more about what’s being done to make responsible vaping a reality, and why vaping should only be for adults.

Regulatory Frameworks

Vaping products are heavily regulated around the world. In the UK specifically, these regulations fall under the Tobacco and Related Products Regulations 2016 (TRPR).

These regulations were introduced as part of a directive from the European Union and provide customers with peace of mind through the knowledge that the products they buy are developed, shipped, tested and packaged in line with a set of specific rules. This includes e-liquids, vape products, and accessories.

How did the TRPRs affect vaping?

Before the TRPR were in effect, there were very few laws surrounding vaping, leaving brands to experiment with how they sold and marketed their products. These regulations also have an impact on vapers themselves. For example:

• Products containing nicotine must be sold in restrictive, child-resistant packaging

• Nicotine content must be labelled alongside Nicotine Health Warnings

• A maximum nicotine strength of 20mg/ml is permitted within e-liquid

• Active additives and substances cannot be included in e-liquid

• Vape products must be submitted to and listed on the MHRA portal

Marketing and Advertising: The CAP Code

In addition to the TRPRs, vape brands are also heavily scrutinised by the Advertising Standards Authority, as well as its sister organisation, the Committee of Advertising Practice.

The rules brands must abide by are set out in section 22 of the advertising codes and provide details on all kinds of electronic cigarette marketing activities.

These rules range from things like not being able to advertise e-cigarettes if 25% or more of your audience is under the age of 18, to the requirement to state clearly that the product contains nicotine.

Our Pledge to Responsibility

blu not only abides by, but also agrees with, all these regulations and our packaging comes with all the necessary labelling. The maximum strength we sell is 20mg/ml, and you won’t find any other additives like caffeine in our products, just food-grade flavourings.

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Here are some other ways that we’re moving towards even more responsible vaping:

Youth Prevention: the blu bar 1000 Safety Lock

The regulations and blu agree that there’s a need to prevent younger audiences from interacting with and purchasing vaping products.

At blu, we take these kinds of rules very seriously and have taken active steps to ensure that our products don’t end up in the wrong hands. Not only do we label our products effectively, but our latest blu bar 1000 even comes equipped with a security lock. You can find out more in the blu bar 1000 guide.

Vape Disposal

As an electronic device, vape products should not be disposed of in household waste or traditional household recycling. Instead, they should be handled appropriately as per the Waste Electrical and Electronic Equipment (WEEE) regulations.

Recent news around vape disposal has shown that more needs to be done to fight back against poor practices. At blu, we want to make it easy for our customers to dispose of their vapes without any complications, which is why we’ve created our very own take-back programme. Find out more about vape disposal and packaging recycling.

Disposing of your blu vapes is as simple as finding your nearest recycling centre or scanning a QR code, selecting either a Royal Mail drop-off point or arranging a collection, and sending it away. Once we have it, we’ll make sure it’s disposed of responsibly.

Ingredient Quality

We spend a lot of time choosing which ingredients to place in our vape products. As a result, we only use products that undergo rigorous testing by toxicology professionals.

The nicotine we use is pharmaceutical-grade, and our flavour ingredients food grade-level.

Quality Vaping Products, From blu

We pride ourselves on the quality of our products. If you’re looking for a vape that’s manufactured and tested with the strictest of rules, blu has you covered.

Read the latest vape news and views in the blu blog, sign up and opt-in to receive monthly updates from blu.com, and have your say on Instagram and Facebook.

About the Author

John is a content writer working with blu. With a keen eye for data and storytelling, John helps blu produce quality content for our readers to enjoy. Since 2023, John has helped publish all kinds of interesting and unique stories around blu and the vaping industry to keep you up to date.