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.

U.S. Ninth Circuit Upholds FDA Denial of MH Global’s Flavored Vape PMTA Applications
U.S. Ninth Circuit Upholds FDA Denial of MH Global’s Flavored Vape PMTA Applications
The U.S. Court of Appeals for the Ninth Circuit upheld the FDA’s denial of MH Global LLC’s applications to market flavored electronic nicotine delivery systems (ENDS). The court ruled that FDA’s comparative-efficacy framework, which requires applicants to show that flavored products provide greater cessation or switching benefits than tobacco-flavored alternatives, is consistent with the Tobacco Control Act’s “appropriate for the protection of the public health” standard. The court also found that FDA was not required to establish the framework through notice-and-comment rulemaking.
Aug.26
Elf Bar Vape Explosion and Amputation Claim Spurs Coverage Suit, U.S. Insurer MUSIC Seeks Ruling It Owes No Duty to Defend or Indemnify Distributor i5
Elf Bar Vape Explosion and Amputation Claim Spurs Coverage Suit, U.S. Insurer MUSIC Seeks Ruling It Owes No Duty to Defend or Indemnify Distributor i5
Mesa Underwriters Specialty Insurance Company has asked a federal court in Washington to declare that it has no duty to defend or indemnify vape distributor i5 Distribution in a product liability case involving an Elf Bar BC5000. The plaintiff alleges that the disposable vape caught fire and exploded in his pocket, causing severe burns and ultimately requiring an above-the-knee amputation of his left leg. MUSIC is relying on a tobacco, nicotine or nicotine replacement products exclusion and a premises limitation endorsement. The court has not ruled on the coverage dispute.
News
Sep.10
IVG Parent Secures HMRC Excise Warehouse and Duty Stamp Approvals Ahead of UK Vape Tax
IVG Parent Secures HMRC Excise Warehouse and Duty Stamp Approvals Ahead of UK Vape Tax
Acme Vape Ltd, the company behind UK vaping brand IVG, has received HM Revenue & Customs approval to operate an excise warehouse for vaping products and participate in the Vaping Duty Stamps Scheme. The UK's Vaping Products Duty will take effect on October 1, 2026, at a flat rate of £2.20 per 10ml of vaping liquid. Acme Vape Ltd says its approved warehouse in Preston will become operational under the new regime on the same date.
Regulations
Sep.18 by 2Firsts Perspectives
As Regulators Focus on Nicotine Pouch Child Safety, Safeguard Pursues an External Packaging Route
As Regulators Focus on Nicotine Pouch Child Safety, Safeguard Pursues an External Packaging Route
As regulators pay closer attention to child safety in nicotine pouches, manufacturers face a practical challenge: how to strengthen child-resistant packaging without unnecessarily reworking products, production lines and regulatory submissions already in place. In a written interview with 2Firsts, Chemular detailed Safeguard’s external packaging approach, its customer-specific testing requirements and possible PMTA pathways. The model remains early-stage, but it offers a new way to think about an increasingly important regulatory and manufacturing issue.
Industry Insight
Sep.19
PMI Global Communications Chief Moira Gilchrist: Why AI Matters More Than Ever in the Smoke-Free Transition
PMI Global Communications Chief Moira Gilchrist: Why AI Matters More Than Ever in the Smoke-Free Transition
Philip Morris International (PMI) Chief Global Communications Officer Moira Gilchrist said artificial intelligence is changing how companies understand audiences, manage owned information channels and communicate business transformation. PMI is using AI-generated audience personas to test messaging while optimizing its corporate website and other owned channels for large language models. As PMI continues its transition from cigarettes toward smoke-free products, Gilchrist said owned data and corporate channels are becoming increasingly important in demonstrating the scale of that transformation.
Aug.26
California Lawmakers Pass Disposable Nicotine Vape Ban, With Sales Prohibition Set for 2028
California Lawmakers Pass Disposable Nicotine Vape Ban, With Sales Prohibition Set for 2028
According to CBS Los Angeles on August 27, 2026, California lawmakers have passed Assembly Bill 762, which would phase out disposable, battery-embedded nicotine vapes in the state. If signed by Governor Gavin Newsom, manufacturing and importation of the covered products would be prohibited beginning January 1, 2027, followed by a sales ban on January 1, 2028. Driven primarily by concerns over electronic waste, lithium-battery fires and environmental pollution, the legislation would further shift California’s legal vape market toward rechargeable, refillable or replaceable-pod devices.
Aug.28