Vape compliance checks in local shops set to soar

MEGAN HUMPHREY

ELFBAR’S ongoing tanksize scandal is expected to drive a surge in trading standards of�icers checking vape compliance, as the category is catapulted into jeopardy.

Earlier this month, the popular brand was exposed for selling illegal stock under its ‘600’ line, which was found to have at least 50% more e-liquid than the legal limit by the Daily Mail.

Following a meeting with regulator MHRA on 10 February, El�bar issued a statement to stores and distributors, con�irming it had been told 600 stock should be “withdrawn” from the market. It said details of the recall would be shared with stores “when we have agreed how this corrective action will be enacted”.

Previously, the supplier stated it would include “all stock” of El�bar 600 lines to “100% ensure” regulatory compliance. In response to the news, Booker and Tesco delisted all El�bar lines, with Booker Retail Partners stating customers should remove the lines from sale and raise a claim with Booker.

As of 15 February, El�bar 600 stock remained on sale with Morrisons and Bestway. In an effort to right its wrongs, sources con�irmed the brand has partnered with vaping compliance company Arcus to begin testing and certifying com- pliance of El�bar batches from March onwards.

It also said it would investigate “all other vape products we export to the UK”. This is thought to include the strong-selling Lost Mary brand.

Trading standards’ imports compliance manager for Kent County Council, Mike Johnson, told Retail Express it’s likely this will “prick up the ears” of enforcement of�icers, and visiting local shops to check for compliance will become a priority.

“Enforcement of�icers are going to have this on their radar, and will certainly ramp up checks to ensure stores are being compliant,” he said. “This is a wider issue which has de�initely started to bubble up.”

Messages from of�icial distributors, seen by Retail Express, raise fears more disposable vapes could be dragged into the drama.

Johnson stressed the scandal, coupled with the increasing volume of illicit vape stock currently being seized, is creating a “murky water” for stores that want to continue selling products from the category.

“We are pretty convinced there is a large criminal element to this,” he said.

“There are potentially big margins to be made from selling illegal products, as they are cheap to manufacture, but can be sold at a high mark up.”

Johnson went on to reveal yourself the column where you can make your voice heard

“We use TikTok to post dance routines done by staff to different songs, and might put some details about promotions or store events, too. But it’s mainly about engaging our customers. Our Facebook account has updates about promotions, as well as the daily special available at our deli and our opening times. Instagram is a mixture of the two, with more fun things, but useful information, too.”

Dennis Williams, Premier Broadway, Edinburgh that in one month at the end of last year, his team seized more than 315,000 illegal vapes, and warned this “is just the tip of the iceberg”.

Data from EPoS company ShopMate showed that despite El�bar accounting for 73.5% of all vapes sold in independent stores, many retailers are still determined to take action after the discovery.

A survey of 105 local shops found 43% planned to temporarily delist Elfbar and a further 5% plan to permanently delist the product. The number of stores with a negative view of the brand increased from 16% before the crisis to 55% this week.

When asked what steps retailers can take to ensure they are stocking compliant stock moving forward, Johnson said: “There is a list available online, published by the MHRA, which shows all the approved products that can be sold. If a brand you stock isn’t on there, then it isn’t compliant.

“Now more than ever, retailers need to do their due diligence. I’d urge retailers to be wary of new suppliers. Ultimately, they will be the ones held accountable. Asking for a simple ID check isn’t enough anymore – further, proactive research is needed.

“More widely, if retailers suspect anyone is selling illicit stock, then I’d encourage them to report it. We take them very seriously, and without the intelligence of local independent retailers, then we wouldn’t be able to do our job as effectively.”

How are you investing in social media to win over shoppers?

“We use Facebook to advertise jobs and have found it more successful than anything else. People go online and they can see the kind of business we run and the standards that we keep, so it attracts good-quality candidates. Out stores speak for themselves, so I think it’s important that retailers showcase their stores on their social media accounts.”

Dean Holborn, owner of two Holborns-branded stores, Surrey

“Facebook enables us to raise the profile of things, such as local council-funded warm spaces and events, such as our community defence classes. We get a lot of college and school trade, and TikTok has a mixture of adults and youngsters on there. I’m interested to see if it gives us an opportunity to communicate with a few different demographics.”

Julie Kaur Duhra, Premier Jules Convenience Store, Telford

Do you have an issue to discuss with other retailers? Call 020 7689 3357 or email megan.humphrey@newtrade.co.uk

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