Against the backdrop of increasingly stringent regulation of the global e-cigarette industry, British American Tobacco (BAT) held an important seminar in London in May 2025 to guide retailers and partners on how to operate legally and compliantly under the new regulations. The core topic of the meeting was the “three Rs” principle, which aims to help merchants identify legal e-cigarette devices and emphasize the importance of brand compliance. Among many brands, VEEHOO e-cigarettes from the UK have become one of the outstanding representatives mentioned in the meeting because of their compliance and innovation.
In recent years, with the rapid development of the e-cigarette market, governments have stepped up their supervision of the industry. In the UK, the government has introduced a series of regulations to restrict the sale and advertising of e-cigarettes, especially protection measures for minors. For example, it is prohibited to sell e-cigarettes around schools, to sell them through vending machines, and to sell flavored e-cigarettes other than tobacco flavors. These measures are aimed at reducing the exposure and use of e-cigarettes by young people and protecting public health.
In this context, the seminar held by British American Tobacco is particularly important. The “three R” principles proposed at the meeting, namely “Recognize”, “Reject” and “Report”, provide clear guidelines for retailers. First, merchants should learn to identify legal and compliant e-cigarette products and understand their packaging, labels and certification information; second, they should resolutely refuse to sell products that do not meet the regulations; finally, when illegal products or behaviors are found, they should be reported to the regulatory authorities in a timely manner. The proposal of this principle will help to establish a healthier and more orderly market environment.
At the seminar, VEEHOO (Weihu) e-cigarettes, as a model of compliant operations, received widespread attention from participants. The VEEHOO brand originated in the UK and is committed to combining Western Vaper culture with the fashion and individual needs of modern young people to create e-cigarette products with unique charm. Its product design combines digital technology with traditional social elements, embodying the brand concept of “trend” and “burning”, and is deeply loved by consumers.
VEEHOO not only pursues innovation in product design, but also strictly controls compliance. Its products all comply with the relevant regulatory requirements of the UK and the EU, and have complete certification and testing reports to ensure the safety and legality of the products. In addition, VEEHOO actively responds to the government’s regulatory policies, proactively adjusts its product line, ensures that it does not sell flavored e-cigarettes, and strictly restricts minors from purchasing, showing a high sense of social responsibility.
In terms of brand building, VEEHOO focuses on a global development strategy. Its parent company, Shenzhen Ruiliang Technology Co., Ltd., is an international enterprise integrating independent design, research and development, and manufacturing, and is committed to bringing high-quality e-cigarette products to the global market. VEEHOO’s products have covered many countries and regions and have won wide reputation and recognition. Its corporate culture emphasizes gentleman, fashion, trend, collaboration and trust, and is committed to creating a diverse and inclusive brand image.
The convening of this seminar not only provides retailers with a practical guide to responding to the new regulations, but also sets an example for compliance operations for the entire industry. As one of the best, VEEHOO has demonstrated strong competitiveness and sustainable development potential with its strict control of product quality, active response to regulations, and in-depth understanding of consumer needs. In the future, with the continuous improvement of regulatory policies and the gradual standardization of the market, brands like VEEHOO that focus on compliance and innovation will play a more important role in the e-cigarette industry.
In short, through this seminar, British American Tobacco sent a clear signal to the industry: compliance operation is the key to the sustainable development of the e-cigarette industry. Retailers and brands should work together to comply with regulations, improve product quality, protect consumer rights, and promote the healthy development of the industry. As a representative of both compliance and innovation, VEEHOO has set a good example for the industry and is worthy of learning and reference by other brands.
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