ON RECENT REGULATION
Despite polarising legislation – most of it revolving around the
ubiquitous TPD – the UK’s market remains a shining beacon for
the industry of vaping products and blu remains active in
this area.
George says: “When the TPD came in, there was significant
assumption that it might really impact all the players who were
less prepared for it. And I think an expo like this demonstrates that,
actually, a little bit of creativity and regulatory understanding goes
a long way; people continue to thrive. One of the concerns we
have around the TPD legislation is its all-consuming approach to
the ‘nicotine category’ – be that traditional nicotine products like
cigarettes and electronic vapour products.
“COLLABORATION ACROSS ALL
SECTORS IS NEEDED TO SHAPE
THIS INDUSTRY … WE NEED TO
WATCH WHICH INNOVATION HAS
THE BIGGEST POTENTIAL IN THE
EYES OF CONSUMERS, THEY’RE
THE ONES WHO DECIDE WHAT’S
GOING TO WORK”
Melvin Riugrok
We think it’s important that the sector is given its opportunity to
grow, that consumers are given the chance to understand it and
education forms a key part of the messaging, so that consumers
know what their available options are. So we’d like to see
regulators engage on TPD legislation and look at where it isn’t
fit for purpose so the vaping sector can expand further. Because
that’s a really important part of it.”
ON CROSS-SECTOR COLLABORATION
When quizzed on which industry allies to watch in the coming
months, Melvin emphasised the importance of cooperation and
synchronicity between all relevant parties in and out of the trade:
“Collaboration across all sectors is needed to shape this
industry. There’s a lot of innovation taking place, and we need
to watch which innovation has the biggest potential in the eyes
of consumers, because ultimately, they are the ones who decide
what’s going to work.”
George highlighted blu’s recent support of the UKVIA
Conference which took place in April, calling back to blu’s faith in
educating consumers.
“It was a really important event for the issue of education; bringing
those stakeholders that have a role to play to the MPs and to the
public health authorities such as councils who can integrate vaping
into stop smoking services. The industry must always be aware
of what’s going on, what the options are and what the questions
we should be asking are; what consumers don’t currently know
and how we can further their education. It all needs to be done in
conjunction with the CAP Code and the advertising code behind
it. We need to ensure that the platform is available for consumers
to read the information. At the moment, restrictions on the CAP
Code hold that back.”
ON THE VAPE SHOW CIRCUIT
George considers trade shows like the Vaper Expo UK to be
invaluable forums, a vital part of examining the aforementioned
issues and looking at ways we can solve our challenges.
“blu plays a role at the expo not just because they’re important in
raising the profile of the brand and our performance in the market,
but in supporting the category and reaching consumers as a
sector and ensuring it has gotten the exposure it needs. Playing
a role in the associations events like UKVIA is another part of that
entire package. We all need to be pulling in the same direction.”
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