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.

Australia’s NSW Finds Lower Vaping Rates Among Teenagers Aged 14 to 17
Australia’s NSW Finds Lower Vaping Rates Among Teenagers Aged 14 to 17
A new report from Cancer Council’s Generation Vape research project shows that fewer teenagers in New South Wales are trying vaping after the state government introduced tougher vaping goods laws. Among surveyed NSW teenagers aged 14 to 17, the proportion who had tried vaping fell from 29.6% in April 2024 to 20.1% in October 2025.
Mar.17 by 2FIRSTS.ai
Product | Claiming “U.S.-Made E-Liquid” and “80,000 Puffs,” VOOPOO Launches NAVI×Cyph 80K
Product | Claiming “U.S.-Made E-Liquid” and “80,000 Puffs,” VOOPOO Launches NAVI×Cyph 80K
VOOPOO’s website shows the company has introduced the NAVI×Cyph Kit 80K, an open-system, refillable vaping kit claimed to deliver up to 80,000 puffs. The device features a 1,500mAh battery with USB Type-C charging and comes in 12 flavors. A promotional image posted on VOOPOO’s official Instagram account includes the phrase “E-LIQUID BUILT IN THE USA.”
Feb.10 by 2FIRSTS.ai
BAT CEO Says 2026 Return to Growth Hinges on U.S. Enforcement, Highlights Oral Leadership
BAT CEO Says 2026 Return to Growth Hinges on U.S. Enforcement, Highlights Oral Leadership
British American Tobacco said 2026 will mark a return to its mid-term growth algorithm, but CEO Tadeu Marroco stressed that deliverywill depend heavily on enforcement against illicit vapour products in the United States. Speaking at the FY2025 results call, he positioned Modern Oral as the company’s primary structural growth engine, reframed accelerating cigarette declines through “poly-usage,” and reinforced capital discipline with an expanded share buyback plan.
Feb.12
UK Opens Applications for Vaping Products Duty and Duty Stamps Scheme From April 1
UK Opens Applications for Vaping Products Duty and Duty Stamps Scheme From April 1
HM Revenue and Customs announced that from April 1, 2026, UK vaping product manufacturers, importers and warehousekeepers can apply for approval under Vaping Products Duty (VPD) and the Vaping Duty Stamps Scheme (VDS). Under new GOV.UK guidance, Vaping Products Duty will take effect on October 1, 2026 and will apply to all vaping liquids, whether they contain nicotine or not.
Apr.02 by 2FIRSTS.ai
Report: 43% of 546 Canadian specialty vape shops found non-compliant in federal inspections
Report: 43% of 546 Canadian specialty vape shops found non-compliant in federal inspections
Health Canada’s vaping compliance and enforcement report covering inspections from April 2024 to March 2025 found 43% of 546 specialty vaping businesses were not compliant with the Tobacco and Vaping Products Act and the Canada Consumer Product Safety Act, according to the report cited. Health inspectors seized vaping products at 235 specialty vaping establishments.
Feb.26 by 2FIRSTS.ai
Reynolds American launches U.S. investment plan: to invest $3.2 billion to expand capacity and advance a shift toward smokeless products
Reynolds American launches U.S. investment plan: to invest $3.2 billion to expand capacity and advance a shift toward smokeless products
Reynolds American says it will invest more than $3.2 billion across its U.S. operations by 2030. The investment began in 2024 and is expected to support more than 2,000 direct and indirect jobs. The company says the plan covers modernization and expansion of manufacturing facilities, scaling innovation and production, supply-chain initiatives and employee training, and also references its R&D spending and related site footprint.
Mar.06 by 2FIRSTS.ai