The Chinese company that makes Elf Bars has said that it will stop selling disposable vaporizers in Britain that have flavors inspired by well-known candies, pastries, and soft beverages, as a way of appeasing those who are against vaping. It's unknown if Elf Bar flavor modifications are planned for other nations by the manufacturer, IMiracle.
The Elf Bar and Lost Mary brands are also subject to self-imposed restrictions in the United Kingdom. According to NielsenIQ, the combined sales of both brands comprise over 50% of all disposable vaporizers in the United Kingdom. According to the BBC, Elf Bar has already stopped selling Bubble Gum and Cotton Candy flavors in the UK and renamed Gummy Bear "Gami."
The ruling, which tries to refute allegations that the widely used disposable vaporizers are targeted toward children, would likely give rise to prohibitionist organizations who are against vaping in general. For the past two years, young vaping and disposable vapes have caused concern in the UK and many other European countries.
British Prime Minister Rishi Sunak suggested in October amending the vaping regulations to include potential taxation, flavor restrictions, and a prohibition on disposable vaporizers. The precise course of action is presently being decided upon through a public consultation.
The relocation of Elf Bar won't appease critics or satisfy adult and young demand in the UK for popular tastes. Undoubtedly, Chinese producers of off-brand and counterfeit goods will intervene and stock many convenience shop shelves with goods in discontinued flavors.
Juul Labs voluntarily stopped selling refill pods in flavors other than tobacco, menthol, and mint in November 2018 (they ceased selling mint in 2019). The move, which was made in an attempt to allay moral panic over a fictitious "youth vaping epidemic," had little impact on the condemnation of Juul that came from tobacco control organizations and public health officials, but it did contribute to the massive market of unapproved "Juul-compatible" pods in a wide range of flavors.
The FDA has not authorized any Elf Bar product in the United States, and the company has specifically targeted the Elf brand in its enforcement campaign against disposable vapes. The government has directed FDA import inspectors to hold Chinese Elf Bar shipments, issued warning letters to importers, distributors, and retailers, and demanded hefty fines from repeat offenders.
