PMI Launches Unregistered Disposable E-Cigarette Brand in UK

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.