On February 6, the Daily Mail reported that ELFBAR 600 e-cigarettes (watermelon flavor) were found to have excessive levels of nicotine after testing. As a result, three major UK supermarket chains removed the products from their shelves, and the UK distributor of ELFBAR issued a recall of the affected products. On February 10, ELFBAR held a meeting with the UK's Medicines and Healthcare products Regulatory Agency (MHRA) and issued a statement apologizing and assuring the recall of the non-compliant products.
The incident continues to garner attention, with 2FIRSTS reaching out to MHRA, UKVIA, and IBVTA for their comments and opinions on the matter through interview invitations.
Gillian Golden, the CEO of IBVTA, stated that she would need to discuss further with the board before disclosing any additional information.
The UKVIA, in its response to 2FIRSTS, stated that the topic is highly sensitive and that they are unable to disclose any information at this time due to ongoing negotiations between Elfbar and MHRA.
According to Amirah, the media relations representative for the MHRA, the agency is currently reviewing Elfbar's statement and cannot comment further on the investigation. However, in response to a query from 2FIRSTS, Amirah reiterated the position of UKVIA and IBVTA and referenced their Twitter statement, stating that Elfbar had been in discussions with regulatory bodies over excessive e-liquid levels in their Elfbar 600 product. Elfbar has committed to removing the product from the market until compliance requirements are met.
Amirah stated that the regulation of e-cigarettes (including disposable e-cigarettes) in the UK is overseen by multiple organizations and subject to various regulations such as the TRPR. These regulatory bodies include Trading Standards, the Health and Safety Executive, the Advertising Standards Agency, and Public Health England. These agencies are currently working with trade organizations to identify and remove non-compliant products from the market, as well as assisting manufacturers in meeting compliance requirements.
2FIRSTS is actively reaching out to relevant supermarkets and wholesalers and will provide updates in a timely manner. Stay tuned for the latest news.
For more related reading, please click on the "ELFBAR 600 Product Delisting" topic compilation.
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