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.


This document has been generated through artificial intelligence translation and is provided solely for the purposes of industry discourse and learning. Please note that the intellectual property rights of the content belong to the original media source or author. Owing to certain limitations in the translation process, there may be discrepancies between the translated text and the original content. We recommend referring to the original source for complete accuracy. In case of any inaccuracies, we invite you to reach out to us with corrections. If you believe any content has infringed upon your rights, please contact us immediately for its removal.

BAT New Zealand Says Illicit Tobacco Trade Drove Nearly 29% Revenue Decline in 2025
BAT New Zealand Says Illicit Tobacco Trade Drove Nearly 29% Revenue Decline in 2025
British American Tobacco New Zealand said the illicit tobacco trade is responsible for its profit halving and revenue falling between the 2024 and 2025 financial years. Financial results filed with the Companies Office show that BAT Holdings (New Zealand) recorded 2025 revenue of NZ$180.7 million, or about US$106.95 million based on the European Central Bank’s April 27, 2026 reference rates, down from NZ$254 million, or about US$150.33 million, in 2024.
Apr.28 by 2FIRSTS.ai
Tasmanian Lower House Passes Tougher Tobacco Bill With Higher Penalties for Sales to Minors
Tasmanian Lower House Passes Tougher Tobacco Bill With Higher Penalties for Sales to Minors
The Tasmanian House of Assembly has passed a new bill aimed at cracking down on the sale of smoking products to children and curbing the illicit tobacco trade. Under the Public Health Amendment (Prohibited Tobacco and Other Products) Bill 2026, businesses caught selling tobacco products to minors would face steeper, tiered fines.
Apr.23 by 2FIRSTS.ai
FDA Defines Enforcement Focus for Unauthorized E-Cigarettes and Nicotine Pouches
FDA Defines Enforcement Focus for Unauthorized E-Cigarettes and Nicotine Pouches
The U.S. Food and Drug Administration issued guidance on May 8, 2026, titled “Enforcement Priorities for Certain New Tobacco Products Marketed Without Premarket Authorization.” The document describes FDA enforcement policies for certain electronic nicotine delivery system products and nicotine pouch products marketed without premarket authorization.
May.09 by 2FIRSTS.ai
Brazilian Research Institutions Prepare Joint Recommendations on Electronic Smoking Device Studies
Brazilian Research Institutions Prepare Joint Recommendations on Electronic Smoking Device Studies
Brazil’s National Cancer Institute, the Oswaldo Cruz Foundation, and other research institutions are preparing a joint letter with recommendations and guidance for studies on electronic smoking devices, including e-cigarettes, vapes, and similar products. The guidelines were discussed on April 14 and 15 at the seminar “Building a Priority Research Agenda on Electronic Smoking Devices for Brazil” in Rio de Janeiro.
Apr.16 by 2FIRSTS.ai
Nicotine Beyond Tobacco? Cell Study Signals Emerging Shift in Production Systems
Nicotine Beyond Tobacco? Cell Study Signals Emerging Shift in Production Systems
Researchers at the Chinese Academy of Sciences reconstructed nicotine biosynthesis in non-tobacco plants and yeast systems, highlighting how advances in synthetic biology could gradually reshape future nicotine production technologies and challenge regulatory frameworks built around tobacco-derived definitions.
Special Report
May.07
BAT Uzbekistan and Regulators Discuss Production Modernization and Export Expansion
BAT Uzbekistan and Regulators Discuss Production Modernization and Export Expansion
A meeting was held at the Department for Combating Economic Crimes under the General Prosecutor’s Office of Uzbekistan with representatives of British American Tobacco Uzbekistan. Participants included the department’s leadership, the Inspectorate for Regulation of the Alcohol and Tobacco Market, and business representatives.
May.09 by 2FIRSTS.ai