PMI Launches Unregistered Disposable E-Cigarette Brand in UK

May.29.2023

PMI's VEEBA disposable e-cigarette brand lacks registration with UK's MHRA, in violation of regulatory requirements.

On February 28th, PMI International announced the launch of VEEBA, a disposable e-cigarette brand, in the UK. However, on May 29th, it was revealed that the brand had not been registered with the Medicines and Healthcare Products Regulatory Agency (MHRA) by PMI International, according to 2FIRSTS.

It is understood that the online data information collection period of the UK MHRA is from August 21, 2021, to May 27, 2023, and is updated daily with the latest registration information.

The image source for VEEBA on the IQOS UK online sales platform.

However, according to the regulations set by the UK regulatory authority, all electronic cigarettes and e-liquids entering the British market must be registered with MHRA before being launched. This registration can be carried out by brand owners, distributors, transporters, and other relevant parties. According to inquiries by 2FIRSTS, the international electronic cigarette brand VEEV, VEEV NOW, and VEEV ONE have been included in the registration list. It is understood that VEEV is a pod vape, VEEV NOW is a disposable e-cigarette, and VEEV ONE is a rechargeable device. However, no relevant registration information has been found for VEEBA.

Has VEEBA registered with the MHRA under the brand name VEEV NOW? While the registered brand name is VEEV NOW, the products are sold under the brand name VEEBA. Is this compliant? 2FIRSTS has reached out to PMI and the MHRA for comment on this issue, but as of publication time, no response has been received. 2FIRSTS will continue to monitor and update on this topic. Stay tuned.

VEEV is listed in the registration information of MHRA. Image source: MHRA.

#UK #PMI #E-cigarette #E-cigarettes and Tobacco #The United Kingdom

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.

QISI’s Dongguan Factory Posts Recruitment Notice for Production Positions

QISI’s Dongguan factory has posted new production job openings, following earlier reports of a shutdown at its Zhuhai site.

Oct.15

Philip Morris International and an Italian Design Brand Launch Limited-Edition IQOS Collaboration, Debuting in Japan Before Expanding to 13 Travel Retail Markets

Philip Morris International (PMI) has partnered with Italian design brand Seletti on a limited-edition IQOS collaboration, unveiled at Milan’s Pirelli HangarBicocca. The collection features two models, launching first in Japan before rolling out to 13 global travel retail markets. PMI says the partnership leverages design and cultural storytelling to advance its smoke-free transition.

Oct.28 by 2FIRSTS.ai

UK Advocacy Groups Launch "20IsPlenty" Campaign for Nicotine Pouch Strength Limit of 20mg

UK harm reduction groups led by We Vape have launched the “20IsPlenty” campaign calling for a 20mg nicotine pouch cap, a ban on youth advertising, and evidence-based regulation. The initiative coincides with the Tobacco and Vapes Bill debate and aims to ensure pouches remain accessible as safer alternatives for smokers.

Oct.28 by 2FIRSTS.ai

Smoore: Profit Growth Gradually Improving, Fourth Quarter Shows Promise — A 2Firsts Reader Submission

Smoore released its financial results for the third quarter of 2025.A reader submitted to 2Firsts, noting that Smoore’s declining profit margin was mainly due to the substantial upfront investment in its new heated tobacco products, the relatively low margins of vaping devices, and price reductions resulting from product iterations in the European atomization market.as product structure adjustments near completion, the company’s profit growth is expected to further rebound in the fourth quart.

Oct.13