On September 16th at the Dortmund Tobacco Expo, 2FIRSTS conducted an exclusive interview with Mary Carmen, the European General Manager of e-cigarette brand ANDS. The focus of the interview was on the environmental issues surrounding e-cigarettes and the regulatory policies in different countries. Prior to this, ANDS had announced the launch of a new eco-friendly e-cigarette called Slix, which is made up of 99.2% recyclable materials. According to the brand, this particular e-cigarette is capable of significantly reducing waste, with only 8% ending up in landfills.
Mary told 2FIRSTS that ANDS' new product, Slix, is now available in stores in the UK and Middle East duty-free shops. ANDS intends to expand its presence to Europe and other overseas markets. The brand focuses on addressing environmental issues and is committed to recycling and reusing e-cigarette products, offering environmentally friendly choices for adult consumers.
We will exert further efforts to achieve product recycling or dismantle the products for recycling," Mary said.
In terms of marketing strategies, many e-cigarette brands are now choosing to collaborate with well-known car brands such as Porsche to enhance their reach and influence. However, Mary stated that ANDS is a new brand and currently does not have any partnerships with prominent car brands. In the future, ANDS intends to explore more collaboration possibilities, such as establishing partnerships with clothing brands that champion sustainable development.
The European Union's battery regulations concerning e-cigarettes are set to come into effect in 2026, potentially resulting in a ban on disposable e-cigarettes.
In response to this, Mary expresses that ANDS supports reasonable regulation and calls for discussions with stakeholders to collectively address the issue. She believes that from an environmental perspective, the European Union is striving to create a socially conscious environment focused on recycling, a goal that ANDS also supports in any form of reasonable regulation. When asked about the ban on disposable e-cigarettes, the company understands and feels obligated to adapt and participate in the establishment of rules, Mary adds.
The European e-cigarette market is currently facing the impact of illegal products. Reports suggest that 90% of e-cigarette transactions in Spain are conducted on the black market. Similar issues are prevalent in several other European countries. However, according to ANDS, collaboration and enforcement are key to addressing this problem, and governments should focus on compliance costs to ensure a competitive legal market.
However, according to Mary, when the government starts excessively regulating products, companies that comply with the regulations are squeezed out of the market.
Mary also mentioned Germany's e-liquid tax policy. She believes that price is the primary driver for consumers' product choices, and they are particularly sensitive to prices, especially when it comes to disposable e-cigarettes. If taxes increase, it will lead to an increase in illegal trade.
Mary expressed her hope for an opportunity to engage with the government and influence policy-making decisions. She also expressed her desire for customs to enforce and track law enforcement, with local authorities addressing the issue of the black market more effectively.
Finally, Mary hopes that governments around the world can provide more support for smoking cessation methods and encourage the use of safer alternatives. At the same time, she urges cautious tax policies on tobacco to address the issue of smoking.
Disclaimer
This article is provided solely for professional research, industry discussion, and informational purposes. Any references to brands, companies, products, technologies, or policies are made for factual reporting and analytical purposes only, and do not constitute endorsement, recommendation, promotion, or advertising by 2Firsts.
Nicotine-containing products, including but not limited to cigarettes, e-cigarettes, heated tobacco products, and nicotine pouches, carry significant health risks. Readers are responsible for complying with all applicable laws and regulations in their respective jurisdictions, including age restrictions and access limitations.
The information contained in this article should not be regarded as investment, legal, medical, regulatory, or commercial advice. While 2Firsts strives to ensure the accuracy and reliability of its content, it does not assume liability for any direct or indirect loss arising from errors, omissions, inaccuracies, or reliance on the information contained herein.
This article is not intended for individuals below the legal age for accessing tobacco or nicotine-related information in their jurisdiction.
Copyright Notice
This article is either original content produced by 2Firsts or content reproduced, translated, summarized, or adapted from third-party sources with attribution where applicable. The intellectual property rights of the original content remain with 2Firsts or the respective original rights holders.
No individual or organization may copy, reproduce, distribute, republish, modify, translate, or otherwise use this content without prior authorization. Any unauthorized use may result in legal action.
For copyright-related inquiries, corrections, or removal requests, please contact: info@2firsts.com.
AI-Assisted Translation and Editing Notice
Portions of this article may have been translated, edited, or reviewed with the assistance of artificial intelligence tools to improve efficiency and readability. Due to the limitations of AI-assisted translation and editing, discrepancies, omissions, or inaccuracies may exist when compared with the original source.
Where applicable, readers are advised to refer to the original source for the most complete and accurate information. If you identify any errors or believe that any content infringes upon your rights, please contact us at info@2firsts.com, and we will review and address the matter promptly.
