Company Statement: Response to ITV Tonight’s ‘How Safe is Your Vape?’ Programme

A report by journalist Jonathan Maitland aired on ITV Tonight last night (06/02/2020) contained a number of inaccuracies, omissions and distortions about the UK vaping industry that could prevent many smokers transitioning to a safer form of nicotine. The report has already been challenged by the UKVIA (UK Vaping Industry Association) and we would like to present our position here.

Most alarming is the report’s attempts to transplant the current panic that has arisen in the US around vaping to the UK’s shores. 2019 saw a number of vaping-related illnesses in the US that arose primarily from the lack of sufficient US regulations and standards and the use of black market products that contained THC and harmful vitamin E acetate: products that are strictly illegal in the UK and EU.

Vapers in the UK and EU are protected by the Tobacco Products Directive (2016) and a raft of other regulations designed to prevent any risk to users of e-liquids, e-cigarette devices and nicotine-containing products, and to ensure quality and safety. Our industry’s rigorous adherence to and support for these standards have made vaping the safest way to reduce dependence on traditional tobacco. Public Health England’s have taken the position that vaping is 95% safer than smoking and are joined by many other health bodies and charitable organisations.

At Vapouriz, we believe in providing vapers with a safe, quality product, one that meets stringent toxicological tests set by the Medicines and Healthcare Products Regulatory Agency (MHRA) and conforms to TPD regulations.

As one of the largest e-liquid manufacturers in the UK, all of our e-liquids are produced in ISO Class 7 certified cleanrooms at our purpose-built, state-of-the-art Vapouriz Labs in Guildford, Surrey. Vapouriz e-liquids contain only food-approved flavourings, nicotine, and propylene glycol and vegetable glycerol, which are all pharmaceutical grade as defined by the European Pharmacopoeia Standard Monograph, and all sourced within the EU.

We encourage you to read the UKVIA’s statement in full:

Here is the UKVIA statement in full:

The UKVIA Responds to ITV Tonight: How Safe is your Vape?

Due to the scale of inaccuracy and omission made by Johnathan Maitland’s investigation for ITV yesterday evening (Thursday), the UK Vaping Industry Association (UKVIA) is compelled to respond. The show, entitled ‘How Safe is your Vape?’, will serve not to inform or protect the public, but instead to keep people smoking cigarettes.

The UKVIA was denied permission to comment on the show, which similarly failed to give the right-to-response to manufacturers and retailers. This proved severely detrimental to the balance of the programme, as evidenced by the particularly egregious examples below:

On vaping safety in the US

Maitland fails to mention that vaping-related deaths in the US have been overwhelmingly linked to the use of THC and vitamin E acetate, a practice which is banned in the UK.[1] This is drastically different to the conventional, nicotine-based vaping which British consumers are familiar with.

The UK’s robust regulatory landscape ensures that products purchased legitimately are safe for use as directed. As sub-standard or illicit products may be available from black market sources, consumers should always use reputable retailers when making purchases.

On CDC guidance

The programme referenced growing, institutional concerns regarding vaping products in the US, accompanied by menacing, distorted news reports. In truth, the US Centers for Disease Control and Prevention (CDC) scrapped its blanket warning on vaping in January.

Dr Brian King, Chief Science Officer at the CDC, said “Recommendations were refined to reflect the best available scientific evidence and to best protect public health…The available science shows that Vitamin E acetate is strongly linked (to the reported illnesses)”.[2]

On UK legislation and regulation

The programme featured an attack by Prof Stanton Glantz of the University of California on the UK’s approach to vaping. The inclusion of Prof Glantz, a renowned critic of vaping, makes the lack of an invitation to industry spokespeople all the more jarring.

Despite Prof Glantz’s claims, the UK’s example remains a beacon for public health professionals interested in progressive harm reduction policies. UCL School of Pharmacy notes that “British policies on encouraging vaping as a substitute for smoking can be regarded as world leading and are likely to reduce both cancer and heart disease rates”.[3]

On vaping and smoking frequency

Maitland’s ignorance of even the basic mechanics of vaping was evident from the programme’s first segment, in which he alluded to the frequency with which people vape. Due to the differing natures of nicotine delivery exhibited by vaping and smoking, this is not a cause for concern.

Whereas cigarettes deliver a significant dose of nicotine to the smoker in a short period of time, the experience of the vaping user is more akin to grazing,[4] in which a consistent nicotine level is maintained. For this reason, any direct comparison is a false equivalency.

On the case of Ewan Fisher

Mr Fisher was a former smoker who sadly experienced an allergic reaction while vaping. His symptoms were serious, although allergic reactions of this kind are, thankfully, vanishingly rare – a caveat not made by Maitland’s programme.

Prof John Britton, Director at the UK Centre for Tobacco and Alcohol Studies, describes the risk of this reaction as ‘extremely small and, crucially, far smaller than that of smoking’.[5]

On the All-Party Parliamentary Group for Vaping

The UKVIA acts as secretariat for the All-Party Parliamentary Group (APPG) for Vaping, as part of our remit to champion the transformative harm-reduction potential of our industry. All details related to our work are published and a matter of public, in-keeping with our commitment to transparency.

The UKVIA represents the entire vaping industry,[6] from manufacture, to retail, to supply chain. A full list of our membership is always available online at

The net impact of Maitland’s programme will be to keep people smoking cigarettes, which results in more than 200 deaths every day in the UK. When dealing with issues of public health and harm reduction, the bar for accuracy must be set particularly high. It is the opinion of the UKVIA that ITV’s programming fell well short in this regard.


[1] Centers for Disease and Control and Prevention (CDC) – Updated 28 January 2020: ‘National and state data from patient reports and product sample testing show tetrahydrocannabinol (THC)-containing e-cigarette, or vaping, products, particularly from informal sources like friends, family, or in-person or online dealers, are linked to most EVALI cases and play a major role in the outbreak.’

[2] Dr Brian King (CDC) – 17th January 2020 –

[3] Cancer Policy Update: Agenda for the 2020s (UCL) –

[4] New Nicotine Alliance (NNA) – April 2019 –

[5] Prof John Britton, UK Centre for Tobacco and Alcohol Studies – 12 November 2019 –

[6] UKVIA – 27 November 2019 –

What should you do if you have concerns about vaping?

-Only buy e-cigarette devices and e-liquid from reputable, TPD-compliant manufacturers and suppliers such as Vapestore.

-Talk to one of our professional customer services specialists for advice and guidance on all aspects of e-cigarettes and vaping at or call 0800 644 0000.

-Talk to your GP or another certified health professional about using e-cigarettes.

Vapouriz: Company Statement regarding recent media reports about Vaping


We were saddened to read in this week’s news about a young man who became unwell after allegedly vaping e-cigarettes. Aged just 16 when he started vaping, the man was treated for hypersensitivity pneumonitis (HP) – a type of allergic reaction to something inhaled, resulting in inflammation of the lung tissue, which is commonly associated with farmers (farmers lung) and bird keepers (bird fanciers lung).


This case has just come to light in the journal Archives of Disease in Childhood and dates back to May 2017. This was during a time when the industry was not as regulated as it is today, and retailers may have been stocking products that did not meet the same level of standards we adhere to at Vapouriz.


Public Health England continues to reinforce its position that vaping is 95% less harmful than smoking, and that smokers are more likely to quit if they switch to vaping, a position supported by Cancer Research UK, the Royal College of Physicians and many other health organisations and experts.


At Vapouriz, we believe in providing vapers with a safe, quality product, one that meets stringent toxicological tests set by the Medicines and Healthcare Products Regulatory Agency (MHRA) and conforms to TPD (Tobacco Products Directive) regulations.


As one of the largest e-liquid manufacturers in the UK, all of our e-liquids are produced in ISO Class 7 certified cleanrooms at our purpose-built, state-of-the-art Vapouriz Labs in Guildford, Surrey. Vapouriz e-liquids contain only food-approved flavourings, nicotine, and propylene glycol and vegetable glycerol, which are all pharmaceutical grade as defined by the European Pharmacopoeia Standard Monograph, and all sourced within the EU.


Equally, we recognise that it is crucial that the industry only sells vaping products to informed adults and this is why we stand by Challenge 25, a scheme that encourages anyone who is over 18 but looks under 25 to carry acceptable ID when making a purchase.


If you have any questions, please contact our customer service team on 0800 644 0000.

US Vaping-Related Illnesses: Our Response

Alongside our colleagues in the worldwide vaping industry, health authorities, the vaping community and impartial observers around the world, the Vapouriz Group has watched with mounting alarm at the spread of misinformation surrounding vaping and e-cigarettes following the tragic outbreak in the US of 1080 confirmed cases of vaping-related illness and reported 18 deaths*.

The US Centers for Disease Control and Prevention, alongside an FDA criminal investigation and other independent health studies, have identified the root cause of nearly all the cases as illicit, black market products reputed to contain THC – the psychoactive compound found in marijuana. Specifically, these products contain Vitamin E acetate, a cutting agent considered harmless as an oral or topical supplement but whose molecular composition is known to cause the symptoms described in the vast majority of cases when inhaled as vapour.

And yet despite these known facts, and those still emerging, the debate that has since consumed politics and the media in the US, one that cries ‘epidemic’ as it promotes a false equivalence between the safe use of regulated e-cigarette and nicotine products and illegal, toxin-containing devices, is deeply troubling. Worse, it poses a very real threat to public health by scaring smokers away from e-cigarettes and a safer alternative to cancer-causing tobacco.

The millions of smokers who have switched from cigarettes to vaping represent an enormously positive public health story that risks being ignored for as long as the media fixates on the side-effects of black-market goods that have compromised the health of an incredibly small fraction of the total vaping population. With falsehoods passed off as facts, informative content swamped by ill-informed clickbait and politicians pandering to panic rather than evidence, it has never been more important for the public to have access to both the truth about vaping and to ethical, reputable suppliers, goods and services.

At Vapouriz, nothing is more important to us than the safety and quality of our devices and e-liquids. As one of the largest e-liquid manufacturers in the UK, all of our liquids are produced in ISO Class 7 certified cleanrooms at our purpose built, state-of-the-art Vapouriz Labs in Guildford, Surrey. Vapouriz e-liquids contain only nicotine, propylene glycol and vegetable glycerol, which are all pharmaceutical grade as defined by the European Pharmacopoeia Standard Monograph, and all sourced within the EU.

When it comes to our flavours, we use only food-grade flavourings – also sourced within the EU – which are thermally stable when vapourized. We only work with suppliers who adhere to the rules set out by the Tobacco Products Directive, the regulations introduced by the EU in 2016 to enforce standards and protections for manufacturers and consumers of nicotine products such as e-liquid.

Furthermore, our rigorous standards are not unique to us alone but are a vital feature of the vaping industry across the UK and other EU countries, which is why not a single case of a vaping-related ailment that resembles those currently in the US has been recorded here.

As the USA struggles to come to terms with the results of a lack of measured oversight and enforcement of rules and standards since the emergence of e-cigarettes, the UK and Europe continue to help smokers make the beneficial switch to vaping with the full cooperation of producers and suppliers like Vapouriz. We offer our sympathy to the American victims of illicit, toxic products that harm people and taint the reputation of safe, legitimate vape goods.

Vapouriz stands in solidarity with the hundreds of ethical, hardworking US vape companies whose staff and livelihoods remain vulnerable in the current climate of misinformation and scaremongering.

The only winners from a manufactured mistrust of e-cigarettes are Big Tobacco, not the millions of smokers who could be saved from its deadly effects.

*according to CDC figures as of 10th October 2019

The Metro names Vapouriz Fuse Starter Kit as one of 'the best'

On Monday 10 July 2017, the Metro revealed its top six vaping starter kits, with the Vapouriz Fuse Starter kit making it onto that coveted list.

The Vapouriz Fuse is an award-winning starter kit, winning the ‘Best Tank Award’ at the Vapouround Awards 2016. This compact kit is the latest in electronic cigarette technology and comes in a wide range of beautiful colours to suit every taste. If you’re new to vaping, then this nifty device could be the answer to beginning your vaping journey, and making the switch once and for all.

The Fuse comes with the latest EVOD 650mAh rechargeable battery, with 5V Circuit protection, unique to Vapouriz and not usually seen with other brands of electronic cigarettes. Essentially what this means is that we offer a vape pen that’s lightweight, easy to charge, fill with your choice of e-liquid and with built-in circuit protection, ensures the safety of our customers.

We’ll show you how to put it together, how to fill with e-liquid and how to use your Fuse kit. Just watch our video!

Ready to start your vaping journey? Visit: to get your kit and free e-liquid now!

Enter our #SantaVapeBeard competition now!

This Christmas, we’re looking for the best #SantaVapeBeard in the UK! Lots of you grabbed your box mod or e-cigarette, filled it with your favourite e-liquid and took a selfie showing your impressive Santa vape beard!

Vapers were in with the chance to win a big vape bundle worth over £100 just in time for Christmas, including a VBOX 50w box mod, rechargeable batteries & 120ml of Double Drip e-liquid.

And the winner is...

@ravin_ugly_vaper has been chosen to win the big vape bundle of:

Congrats @ravin_ugly_vaper!



        1. The promoter is: Vapouriz Ltd (company no. 07898106) whose registered office is at Genesis House, Merrow Lane, Guildford, Surrey, GU4 7BN.
        2. No cash alternative to the prizes will be offered. The prizes are not transferable. Prizes are subject to availability and we reserve the right to substitute any prize with another of equivalent value without giving notice.
        3. There is no entry fee and no purchase necessary.
        4. Prize draws and competitions are only open to UK residents aged 18 years or over.
        5. Closing date for entry will be Monday 12-12-2016 11:00 AM. After this date the no further entries to the competition will be permitted.
        6. Winner will be selected at random after the closing date at random from all entries received on the hashtag #SantaVapeBeard.
        7. Winner will be notified by Social Media notification/direct message (using the details provided at entry) within 5 days of the closing date. Following such notification, the winner will be required to send the Promoter full details of their postal address to which the Prize will be delivered.
        8. If the Promoter cannot: (i) contact the winner (via the details provided at the date of entry) within a reasonable period of time (to be established at the Promoter's sole discretion); or (ii) the winner does not return details of its postal address to the Promoter within 5 days of notification that they have won the Prize, the Promoter reserves the right to re-draw a winner of the Promotion and thereafter until a winner on these terms is found.
        9. By entering any of Vapouriz online prize draws and competitions you agree to having your name, details and photo published online.
        10. Any images posted using the hashtag deemed to be offensive or against our rules and regulations will be removed without notice.
        11. Entry into the competition will be deemed as acceptance of these terms and conditions

Vaper Expo: The Return October 2016 Review

The atmosphere is surprisingly electrifying at Vapouriz HQ on this cold damp Monday because we’re all still buzzing from Vaper Expo: The Return which took place at Birmingham NEC over the weekend.

This is the second Vaper Expo event of 2016, following the hugely successful first round in May and this second helping of our favourite vaping event was bigger and better than ever before.

Exhibiting our celebrated ranges of Pocket Fuel and Pure Evil e liquids, we decided this weekend was also the perfect time to unveil the top secret project we’ve been slaving over for the last few months: our brand new e juice range, Double Drip coil sauces!

Vaper Expo: The Return October 2016 Review

Vapers young, old, new and experienced supplied us with immensely gratifying feedback on all four Double Drip flavours and our established Pocket Fuel and Pure Evil juices found many new fans while our Crystal Maze-inspired Cash Grabber attracted many challengers battling the clock to grab as many tokens as possible, resulting in many great prizes being handed out throughout the weekend.

Vaper Expo: The Return October 2016 Review

This weekend was also the first outing for our brand new Vapebox, the UK’s first plug and play pass-through tasting station! We used four units on our stand to showcase our different juice ranges and the Vapebox will soon be landing in each Vapestore branch and is also available to other vaping retailers!

Vaper Expo: The Return October 2016 Review

The Vaper Expo isn’t just an opportunity to promote our carefully concocted wares but also a great excuse to bring the vaping community together under one roof, celebrating the vaping movement, sharing stories and ideas and inspiring each other to vape on and on and on!

Vaper Expo 2016 Review

Once again, Vaper Expo did not disappoint. Vapouriz showcased Pure Evil and Pocket Fuel as VapeStore - our new sister site - across the whole weekend.

Attendees ranged from beginners to the most dedicated of sub-ohmers, all of which really enjoyed the vast array of vape brands including Aspire, Evil Cloud, Bad Drip and Ruthless e-juice. All the top uk e-cig brands were giving away plenty of samples and there was no shortage of opportunties to taste delicious e-liquids.

We felt right at home amongst the DJ's, dancers and entertainers, including our now famous Pure Evil stilt girls! (Damn, we miss 'em.)

It sounds super cheesy, we know, but it's great to see the vaping community all come together and share their enthusiasm around a fun and fast growing industry.

It's only together that we're able to spread our wings and overcome challenges such as the looming TPD.

#vapefam #FTW

Vaper Expo 2016 Review

Vaper Expo 2016 Review

Vaper Expo 2016 Review

Vaper Expo 2016 Review

Watch our video below!


FUSE is voted 'Best Tank' 2016

Yesterday evening Vapouriz attended the prestigious Vapouround Awards at the NEC in Birmingham.

Vapouround is the UK’s leading magazine focusing on the electronic cigarette industry, reporting on industry news, new products and all things vape!

There were 15 awards throughout the night including Best Tea/Coffee flavoured E-Liquid award, Best Dessert Flavoured E-Liquid award and Best Mod award.

At the awards we were delighted to accept the Best Tank award for the Vapouriz FUSE. The Vapouriz FUSE fought off stiff competition from the Aspire Cleito and the Kanger Sub Tank.

FUSE is voted 'Best Tank' 2016

Vapouriz partners with Central Convenience Stores

Vapouriz partners with Central Convenience Stores

Vapouriz Electronic Cigarettes are delighted to announce their new partnership with Central Convenience Stores (CCS).

Central Convenience Stores is a rapidly expanding UK based convenience store chain with more than 60 stores in the south and south west, with plans to quintuple this within 5 years.

Vapouriz partners with Central Convenience Stores

Last Tuesday, CCS visited Vapouriz HQ for a comprehensive training day where their Operations Director, Dave Lenz spent the day learning about Vapouriz products and retail operations. This included training videos, troubleshooting, marketing plans and POS. The day concluded with a Q&A session with Vapouriz’s CEO, Brett Horth, and a tour of the labs, manufacturing plant and warehouses.

Vapouriz partners with Central Convenience Stores

CCS will be stocking Vapouriz’s full range of premium vaping products, including e-liquid, vape kits, and accessories in their UK stores.

Find your local CCS store by clicking here.

Advanced Vaping Kits and the Modding Community

E-cigarettes have come along way since they first burst onto the scene a few years ago. Whether you vape for enjoyment, to cut down on your nicotine intake, give up tobcco or simply as a more social alternative to a standard cigarette, you are amongst an ever-growing community of vapers in the UK.

As the community grows, so does the array of modding options available on the market. These mods are aimed at augmenting your e-cig experience, and can provide a variety of benefits and perks. Some are aimed at those who want to reduce their intake of nicotine in a managed way, while others will be suitable for those in search of a more authentic vape hit.

You may also find mods for vapers on the move, such as more muscular storage tanks to hold a larger supply of fluid. Take a look at some of the options below.

Variable Voltage Batteries

Advanced Vaping Kits and the Modding Community

A variable voltage battery does precisely what it says on the tin; it is a battery that can be set to a desired voltage. This allows you to adjust your e-cigarette as you see fit, maintaining a low voltage and conserving the life of the battery, and then turning it up a notch when you want a stronger vape.

Users often cite these variable voltage batteries as an effective way to manage your nicotine intake. The strength of the vape hit depends on the voltage setting, which can be reduced incrementally over time, leaving you with a pleasurable vaping experience.

Good quality variable voltage batteries will be sturdy contraptions with a clearly marked voltage scale. Top-end models often require several clicks before they are turned on; this is not a fault, instead it is a handy precaution to prevent the e-cig activating on its own accord.

Extra Tanks

Advanced Vaping Kits and the Modding Community

We understand that you have a life to live, and so you want an e-cig that you can take with you on the move. Of course, your average e-cigarette is an incredibly portable device that fits neatly into any handy bag or pocket, but unfortunately its tank capacity might not be hefty enough to suit your needs.

A standard e-cig tank will probably hold 2ml of fluid, so to avoid the inconvenience of carrying spare vials of fluid with you, you might want to invest in an extra tank with a little bit more carrying capacity.

Extra tanks come in a range of sizes. Some will offer just a little extra capacity – 3 or 4ml for example – while some will provide a whole lot more. Mod packages are now available with impressive 10ml tanks, so you are sure to find one which suits your personal situation.

A word of warning though: the advertised tank capacity refers to the volume of the container only. We do not recommend you fill your tank to the brim as this could cause messy leakage. Remember to leave 0.2 or 0.3ml of breathing space when you refill your tank.

Self-Feeding Mod

Advanced Vaping Kits and the Modding Community

Self-feeding e-cigarettes really are slick pieces of kit. The idea is to allow for quick and easy refills without having to tamper with or dismantle your e-cig.

An e-cigarette with a self-feeding mod can be refilled simply by turning the e-cig upside down for a short time. This allows fluid to feed into the coil heads quickly and with the minimum of fuss.

Beefier self-feeding e-cigs will be fitted with a storage tank of up to 10ml. Larger capacity tanks can keep you going for weeks without a refill, streamlining your vaping experience and ensuring a much happier vaper. As with the variable voltage batteries, it might be wise to invest in a sturdier and more high-quality model, as these will be sufficiently well-built to withstand the knocks and bumps of daily life while remaining in full working order.

Quad Coil E-Cigs

There comes a time when your standard dual coil e-cig just doesn’t quite cut it. For these times, you may need to turn to a souped-up quad coil version.

A quad coil e-cig is really just a dual coil model, but doubled, providing a more powerful vape when you require one. A good quality quad coil e-cig will come fitted with an adjustable airflow valve, a necessary addition to such a powerful device.

As you might expect, these devices tend to be somewhat larger than a run-of-the-mill e-cig. If you’re looking for something a bit more on the svelte side, this might not be for you, however, the tasteful and stylish designs of quad coil devices make them attractive looking e-cigs, even if they are carrying a bit of extra weight.