CONDUCT & COMPLIANCE
The Code Of Ethics guide ensures that every marketing strategy we undertake are in accordance with our corporate core values, ensuring that we market/advertise our products responsibly and sustainably, to secure the successful growth of our business.
This Code of Ethics demonstrates our brand’s adherence to our long-standing commitments, displaying integrity and social responsibility in all our business practices, complying with the local region’s culture, practices and laws.
TOBACCO PRODUCTS DIRECTIVE (TPD)
OUR COMMITMENT TO TPD COMPLIANCE
As a responsible e-cigarette brand, we are fully committed to complying with the Tobacco Products Directive (TPD) 2014/40/EU, a regulation set by the European Union to ensure the safety, quality, and transparency of tobacco-related products—including electronic cigarettes and e-liquids.
WHAT IS THE TPD?
The Tobacco Products Directive (TPD) is a set of rules introduced by the European Union to regulate the manufacture, presentation, and sale of tobacco and related products across EU member states.
This law is designed to protect public health while allowing adult smokers access to less harmful alternatives.
For e-cigarettes and refill containers, the TPD ensures that products are:
01
SAFE FOR CONSUMERS
02
CLEARLY LABELLED
03
MARKETED RESPONSIBLY
HOW WE COMPLY WITH THE TPD?
To meet TPD standards, we ensure all our products and processes follow strict guidelines, including:
PRODUCT NOTIFICATION
All our e-liquids and devices are submitted to the relevant EU health authorities 6 months prior to being placed on the market, as required.
NICOTINE LIMITS
• E-liquids contain no more than 20mg/ml of nicotine.
• We offer a range of nicotine strengths, clearly labelled to support
informed choice.
PACKAGING & LABELLING
• Our packaging includes clear warnings and mandatory safety
information.
• Ingredients, nicotine content, batch numbers, and usage instructions
are all clearly displayed.
• Child-resistant and tamper-proof packaging is standard across our
range.
TANK & REFILL BOTTLE RESTRICTIONS
• Tanks and cartridges do not exceed 2ml in capacity.
• Refill containers are limited to 10ml and are designed to minimize
leaks when refilling.
MARKETING & PROMOTION
We market our products only to adults, without targeting minors or non-smokers. We avoid promotional messaging that suggests vaping is a lifestyle or glamour product, in accordance with TPD restrictions.
WHY TPD COMPLIANCE MATTERS
TPD compliance isn’t just a legal requirement—it reflects our commitment to consumer safety, product quality, and industry transparency.
We believe that adult smokers should have access to well-regulated alternatives, and we take every step to ensure our products are safe, reliable, and responsibly marketed.
