ELFBAR's LOSTMARY nicotine levels exceeded legal limit

Mar.05.2023
ELFBAR's LOSTMARY nicotine levels exceeded legal limit
ELFBAR's LOSTMARY e-cigarette products exceeded UK legal limits for nicotine content by over 50%.

According to reports from the Daily Mail and Mirror, on the evening of March 4th, ELFBAR's product LOSTMARY was found to contain over 50% more nicotine than the legal limit in the UK. This marks the second time this year that ELFBAR has exceeded the allowable nicotine levels in the UK.


According to a report, further testing on five BM600 dual apple-flavoured electronic cigarettes purchased from Sainsbury's supermarket revealed that they contain an average of 3.6ml of e-liquid. Meanwhile, five identical watermelon ice-flavoured e-cigarettes purchased from Asda were found to contain an average of 3.2ml of e-liquid.


According to a test conducted by the Daily Mail, some BM600 products contain nicotine levels exceeding the maximum permissible limit of 80%. The Daily Mail further explains that the reason for the exceeding nicotine levels is due to the e-cigarette liquid containing 3.6ml (the legal limit being 2ml). However, the Daily Mail did not indicate whether the nicotine concentration exceeded the legal standard of 2%.


UK supermarket chains Sainsbury's and Asda have announced that they will be removing the LOST MARY BM600 product from their shelves after receiving test results.


According to reports, electronic cigarette manufacturers are required to register detailed information about their products (such as nicotine content) with the Medicines and Healthcare products Regulatory Agency (MHRA) before they can be sold in the UK. However, the MHRA does not conduct any testing on electronic cigarettes during the product registration process.


The MHRA will only take action upon receiving a product violation alert, such as exceeding regulatory limits on nicotine content.


Professor Andrew Bush, a pediatric specialist from Imperial College London, expressed shock and concern over the findings, stating, "This is absolutely shocking. If the media is needed to expose such significant misconduct, then what is the role of our regulatory systems?" in an interview with The Daily Mail.


Andrew Bush stated, "There is an urgent need for compliance checks to be conducted when manufacturers register e-cigarettes, with further spot checks conducted after e-cigarettes are released to ensure companies are following the law.


Chris Allen, CEO of the Brouton Laboratory conducting the tests, has called for regulatory authorities to swiftly address the issue. He has urged them to take strong actions such as removing the products that exceed the limits, conducting product testing, and disposing of non-compliant products.


The Daily Mail reported that they reached out to ELFBAR for comments on LOST MARY product testing but did not receive a response.


2FIRSTS will continue to monitor the situation and conduct interviews with ELFBAR, MHRA, and other related organizations. Stay tuned for updates.


Related Reading: "ELFBAR 600 Product Removal" Special Topic Summary


Reference:


Supermarkets have removed a specific type of vape device from their stores following discovery that it contained at least 50% more nicotine than is legal.


Two major supermarkets have removed another vaping product from their shelves due to concerns about its safety.



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.

2Firsts Compliance Solutions Hosts PMTA Briefing on FDA Review Signals After JUUL2 Authorization
2Firsts Compliance Solutions Hosts PMTA Briefing on FDA Review Signals After JUUL2 Authorization
Following recent FDA authorizations for JUUL2 and ZYN ULTRA, 2Firsts Compliance Solutions held an online PMTA briefing on Sept. 4 to examine what the decisions may signal about review efficiency, scientific evidence and U.S. market access. Nearly 30 participants from brands, manufacturers, compliance service providers and investment firms joined the discussion.
2Firsts Events
Sep.06
Gallup Tracks Nicotine Pouch Use for the First Time: 11% of U.S. Adults Smoke, 9% Vape and 4% Use Nicotine Pouches
Gallup Tracks Nicotine Pouch Use for the First Time: 11% of U.S. Adults Smoke, 9% Vape and 4% Use Nicotine Pouches
Gallup’s 2026 Consumption Habits survey tracked nicotine pouch use for the first time. The survey found that 11% of U.S. adults reported smoking cigarettes in the past week, 9% reported vaping, and 4% reported using nicotine pouches. Cigarette smoking remained near Gallup’s long-term low, while adult vaping rates stayed relatively stable in recent years.
Market
Aug.25 by 2Firsts Perspectives
Philippines Weighs Unified Vape Tax as Lawmakers Back Risk-Based Rates and Government Seeks to Fill ₱66 Billion Revenue Gap
Philippines Weighs Unified Vape Tax as Lawmakers Back Risk-Based Rates and Government Seeks to Fill ₱66 Billion Revenue Gap
Philippine lawmakers are considering an overhaul of the country's vape excise-tax regime to eliminate the wide gap between taxes on nicotine salt and freebase nicotine liquids and reduce incentives for misdeclaration. House Bill 5364, filed by Rep. Rufus Rodriguez and Rep. Maximo Rodriguez Jr., would impose a unified ₱10-per-milliliter tax on vapor products, with 5% annual increases beginning in 2027. Rodriguez says the proposal could generate an average ₱6 billion in annual collections from 2027 through 2030. The debate comes as the Philippine government considers tobacco, vape and other health-tax reforms to help offset around ₱66 billion in revenue expected to be forgone under a proposed tax-relief package.
Aug.18
Canadian Court Allows Juul and Altria Vape Class Action to Move Forward Over Youth Marketing Claims
Canadian Court Allows Juul and Altria Vape Class Action to Move Forward Over Youth Marketing Claims
A Quebec Superior Court has allowed a class action lawsuit against Juul Labs and Altria Group related to vaping products to proceed, involving allegations concerning marketing practices, youth exposure and corporate responsibility. The ruling only allows the case to move forward and does not represent a finding that Juul or Altria are legally liable. The case highlights continued legal risks facing vape companies regarding product marketing, youth protection and corporate accountability.
Jul.28
Science | International Experts Propose a New Smoking Cessation Pathway, Citing Higher Quit Rates With E-Cigarettes Than Nicotine Replacement Therapy
Science | International Experts Propose a New Smoking Cessation Pathway, Citing Higher Quit Rates With E-Cigarettes Than Nicotine Replacement Therapy
A new expert paper in JAMA urges U.S. clinicians to include nicotine e-cigarettes in smoking-cessation discussions, citing higher quit rates than nicotine replacement therapy. It also stresses that products must deliver enough nicotine to replace cigarettes, dual use should be brief, and complete switching is the goal. 2Firsts argues the recommendations matter beyond clinics: public-health professionals should reassess relative risk, regulators should preserve sufficient product appeal for adult smokers, and manufacturers should focus on helping users quit cigarettes more sustainably.
SCIENCE
Aug.03 by 2Firsts Perspectives
Indiana’s Foreign-Made Vape Ban Takes Effect, Forcing Brands and Retailers to Adjust Supply Chains
Indiana’s Foreign-Made Vape Ban Takes Effect, Forcing Brands and Retailers to Adjust Supply Chains
A new Indiana law restricting the sale of foreign-made vape products has taken effect, requiring retailers to adjust inventory and sourcing practices. According to The Sun, WDRB and other reports, some local vape shops are reviewing product origins and supplier information to comply with the new requirements. The measure represents a broader shift in U.S. vape regulation, with oversight expanding beyond product authorization and sales rules toward manufacturing origin and supply-chain management.
Jul.24