New Zealand Government Neglects E-Liquid Regulation, Thousands of Retailers at Risk

Regulations by 2FIRSTS.ai
Apr.10.2024
New Zealand Government Neglects E-Liquid Regulation, Thousands of Retailers at Risk
Thousands of e-liquid retailers in New Zealand may escape legal consequences due to lack of government oversight.

According to the New Zealand media nzdoctor on April 10, if the New Zealand government continues to turn a blind eye and invest in the wrong areas, thousands of e-liquid retailers may potentially operate outside the law. Letitia Harding, CEO of the Asthma and Respiratory Foundation NZ, stated that the news of Health Ministry layoffs was regrettable but not surprising.

 

According to our understanding, they are not the ones enforcing the law on the thousands of e-liquid retailers. What we hope to see is the government shifting its focus towards investing in this area.

 

A survey conducted last year revealed that the Department of Health's e-liquid Regulatory Authority (VRA) has only one full-time employee, while the regulatory manager works only 10 hours per week, equivalent to a total of three-and-a-half full-time employees.

 

The foundation visited an e-liquid retailer last week and observed many non-compliant products. Hardin stated that the government has not committed to limiting the number of specialist e-liquid retailers (SVRs), of which there are currently 1530, so there is a need for continued investment in e-liquid compliance.

 

They need to invest in people who conduct door-to-door product inspections to ensure all products meet regulatory requirements. Perhaps this task should not fall on the Department of Health, but instead be handled by the Department of Legal Affairs, similar to how alcohol selling venues are regulated. Without this investment, our young people will continue to be addicted to e-cigarettes.

 

According to information provided to the foundation under the Official Information Act (OIA), the e-liquid regulatory authority has initiated an investigation into a company that operates two e-liquid websites for failing to comply with new e-liquid laws. This investigation comes after examining 29 websites to ensure compliance with safety requirements, including the company's failure to include removable batteries with products, not meeting nicotine strength labeling requirements, and not installing child safety mechanisms.

 

In order to protect the company's right to a fair trial, the Health Department has not disclosed the name and website domain of the company. The department has confirmed that no fines have been issued to date, but stated that "violations are not necessarily punishable offenses" in this case.

 

We welcome news tips, article submissions, interview requests, or comments on this piece.

Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn


Notice

1.  This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.

2.  The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.

3.  This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.

4.  Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.

 

Copyright

 

This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.

For copyright-related inquiries, please contact: info@2firsts.com

 

AI Assistance Disclaimer

 

This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.

We welcome any corrections or feedback. Please contact us at: info@2firsts.com

New Mexico Attorney General Files Lawsuit Over Sales of Flavored Disposable E-Cigarettes
New Mexico Attorney General Files Lawsuit Over Sales of Flavored Disposable E-Cigarettes
The New Mexico Department of Justice announced that it has filed a lawsuit against major convenience store chains and distributors, alleging that they sold flavored disposable e-cigarettes and contributed to youth nicotine addiction across the state.
Apr.01 by 2FIRSTS.ai
Thailand’s DDC Files Complaint Over Online Sales of Nicotine Pouches
Thailand’s DDC Files Complaint Over Online Sales of Nicotine Pouches
Thailand’s Department of Disease Control has lodged a complaint over the alleged online sale of nicotine pouches. The department said its monitoring found the products were being advertised and sold through electronic media, and a further inquiry later identified a physical shop linked to a store in Pathum Thani province.
Mar.23 by 2FIRSTS.ai
Philip Morris Japan Unveils TEREA “Blossom Pearl” for IQOS ILUMA
Philip Morris Japan Unveils TEREA “Blossom Pearl” for IQOS ILUMA
Philip Morris Japan announced that it will launch “TEREA Blossom Pearl,” a new tobacco stick for IQOS ILUMA, on May 11. The new product will expand the TEREA lineup to 27 variants. It features a capsule menthol flavor with strawberry and subtle herbal notes and is priced at JPY 620, or about USD 4.14 based on an assumed rate of 1 JPY = 0.00668 USD. The exchange-rate source should be verified and added.
Apr.28 by 2FIRSTS.ai
Thai Customs Plans Shift to Per-Unit Fines for Vapes at THB 100 Per Item
Thai Customs Plans Shift to Per-Unit Fines for Vapes at THB 100 Per Item
Thai Customs said on March 18 that it had seized more than 27.3 million foreign cigarettes and 205,445 vape products and related devices in mid-February, with a total value of more than THB 169 million.
Mar.19 by 2FIRSTS.ai
Spain’s Nicotine Pouch Sales Reached 5 Million Cans in 2025, Industry Says 2026 Could Hit 8 Million
Spain’s Nicotine Pouch Sales Reached 5 Million Cans in 2025, Industry Says 2026 Could Hit 8 Million
Spain’s Nicotine Pouch Association said nicotine pouch sales in Spain reached 5 million cans of 20 units in 2025 and are expected to rise 60% to 8 million in 2026. The group said there are currently 20 to 30 brands on the Spanish market and called for regulation proportionate to product risk. It also opposed a proposal to reduce nicotine content to 0.99 mg per pouch, saying it would amount to a de facto ban on the category.
Mar.19 by 2FIRSTS.ai
State Attorneys General Urge Visa, Mastercard and Others to Stop Processing Illicit E-Cigarette Transactions
State Attorneys General Urge Visa, Mastercard and Others to Stop Processing Illicit E-Cigarette Transactions
Fourteen U.S. state attorneys general sent a joint letter dated April 14, 2026 to Visa, Mastercard, American Express and Discover, asking them to immediately help stop the sale of illicit e-cigarette products by cutting off payment access.
Apr.17 by 2FIRSTS.ai