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.

Smoking Rate Drops to 17.9%, Vaping Rate Climbs to 9.3% in South Korea

The Korea Disease Control and Prevention Agency (KDCA) released its 2025 Community Health Survey results covering more than 230,000 adults. Traditional cigarette smoking dropped to 17.9%, down 1 percentage point from last year, while e-cigarette use increased to 9.3%, up 0.6 points. Overall tobacco product use stood at 22.1%, a slight decline from 2024 but still 0.5 points higher than 2019.

Dec.08 by 2FIRSTS.ai

Expert Warns in 2Firsts Op-ed: Proposed COP11 Ban on Nicotine Pouches Would Be a Global Public Health Mistake

As global delegates prepare for COP11, a leaked EU position paper has sparked fresh debate over the future of nicotine pouch regulation. In an exclusive op-ed submitted to 2Firsts, Dr. Nveed Chaudhary, Chair of GINN’s Scientific Committee, argues that banning nicotine pouches would be a profound public health mistake—one that ignores harm reduction science and risks reversing global progress in smoking cessation.

Nov.03

BAT Korea Launches Year-End Promotion for “glo hyper” as Demand for Odorless Heated Tobacco Rises

BAT Rothmans has announced a year-end promotion for its “glo hyper” heated tobacco series in response to growing consumer demand for odorless devices during the cold season. As indoor activity rises, more smokers are shifting to heated tobacco products that produce less smell and ash. Government data show HNB sales grew 8.3% last year, accounting for 18.4% of the tobacco market.

Nov.12 by 2FIRSTS.ai

Special Report | Belarus to centralize vaping market under state supervision

Belarus is preparing to overhaul its vaping market under tight state control — from monopolizing imports to banning online sales and restricting retail licenses. Officials say nearly 77% of the disposable e-cigarette market is supplied illegally, prompting sweeping regulatory measures that have already sparked strong pushback from consumers and vape retailers.

Dec.03