According to a report from Better Retailing on February 6th, e-cigarette brand ELFBAR is offering free shopfront signs to multiple stores in London, and has plans to expand across the entirety of the UK.
A survey by Better Retailing has shown that from October, several dozen stores in London have installed new signage. ELFBAR indicated that currently these signs are only limited to the London area, but they plan to expand to a wider market by 2025.
The new sign, featuring purple as its main color, displays the logos of ELFBAR and LOST MARY. A London retailer revealed that the sign has been installed at the store for nearly a month. Prior to this, representatives from ELFBAR had visited the store twice to promote their products and offered to provide the new sign for free. This deal is seen as cost-effective, as a new sign of this kind typically costs over £2000 plus VAT.
According to a spokesperson for ELFBAR, retail stores can obtain free signage by contacting ELFBAR or LOST MARY sales representatives, or by submitting a query through the official website's contact page. The offer is only available to stores that sell ELFBAR and LOST MARY products.
Although the ban on disposable e-cigarettes, set to take effect on June 1st, will make many of ELFBAR's top-selling products illegal, the company's promotion efforts are still ongoing.
A shop owner with a new sign said the ban has not affected them as the company has introduced alternative products. However, tobacco and e-cigarette legislation is currently being debated in Congress, which would restrict the marketing and display of all nicotine products, potentially making the new ELFBAR store sign illegal.
Action on Smoking and Health (ASH) expressed concern about this, calling it "irresponsible behavior" because it not only affects smokers but also may expose non-smoking adults, teenagers, and children. ASH also pointed out that if forced to remove signage, shop owners may "suffer economic losses," especially in situations where marketing e-cigarette products may be banned.
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