Chinese electronic cigarette brand Elf Bar, owned by Iqiyi, faces further controversy after its Lost Mary disposable e-cigarette was found to exceed the maximum permissible nicotine limit by 80%. Tests were conducted after the Daily Mail previously found that Elf Bar’s 600 series products exceeded the legal nicotine limit by over 50%, leading to them being withdrawn from supermarkets. Last year, more than half of 11-17-year-olds attempting to use e-cigarettes reportedly used Elf Bar, despite their illegal sale to under-18s. ASH called for compliance checks for e-cigarette manufacturers and tests for the devices after finding particular concern that users were unaware of their ingredients.

UK trade standard officials have seized illegal e-cigarettes, including those sold to children, and found that they lack mandatory health warnings, and contain nicotine far above the official limit. In response, 1.4 tons of these illegal products were sent for destruction. The Trade Standards Association is concerned about the increasing number of non-compliant e-cigarettes being sold and the issue of selling them to children, as this has attracted widespread public attention. While e-cigarettes could be useful to smokers looking to quit, consumers are reminded to be cautious and choose reputable e-cigarette stores.