ANDS Manager Discusses the Environmental Impact of E-cigarettes

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.