According to news on March 6, the British media "Daily Mail" and "Mirror" once again attacked Lost Mary, another product of the best-selling disposable e-cigarette Elf Bar under the Chinese e-cigarette company Ai Miracle.

Previously, the Daily Mail found after testing that the UK’s best-selling e-cigarette product, the Elf Bar 600 series, exceeded the legal nicotine limit by more than 50%, and was taken off the shelves by many chain retail supermarkets in the UK, triggering outside competition on the overseas e-cigarette market. hot debate.

But the controversy over the 600-series product isn’t over yet, and now it’s the turn of another Lost Mary line from Elf Bar, which has been found to exceed nicotine maximum by 80%.

Two supermarkets have already pulled vaping devices from their stores over safety concerns after they were found to contain nicotine levels of at least 50 per cent above the legal limit.

Tests of samples of the double-apple flavored Lost Mary e-cigarettes found they contained an average nicotine level of 3.6ml.

Sainsbury's and Asda supermarkets have now confirmed they will ban the product based on the findings, according to reports.

Under UK law, the nicotine content in e-cigarettes is legally limited to 2ml, with a maximum nicotine strength of 2%. The restriction is to create an environment that protects children starting to use the products of the four types of e-cigarettes sold in the UK.

There was no immediate response to the supermarket's withdrawal of Elf's Lost Mary e-cigarettes.

The Mirror has contacted Elf Bar for comment on the Lost Mary test.

Anti-smoking group ASH found last year that more than half of 11- to 17-year-olds who admitted to trying e-cigarettes said they had used Elf Bar, even though selling e-cigarettes to under-18s is illegal.

Elf Bar's 600 range was pulled from supermarket shelves last month after a Daily Mail investigation revealed the device contained up to 3.2ml of nicotine.

Elf Bar admitted it fell short in some areas and agreed to withdraw all 600 models of e-cigarettes that did not meet nicotine limits after the UK medical regulator stepped in.

Further testing has now taken place on five samples of Double Apple flavored Lost Mary bought from Sainsbury's and found they contained an average of 3.6ml of nicotine liquid, while five watermelon ice flavored Lost Marys e-cigarettes bought at Asda were found to contain an average of 3.2ml.

Sainsbury's and Asda have confirmed they are pulling Lost Mary e-cigarettes from their shelves after emails alerted them of the results.

While e-cigarette manufacturers must register details of their products, such as nicotine levels, with the Medicines and Healthcare Products Regulatory Agency (MHRA) before they can be sold in the UK, the MHRA does not conduct any testing on e-cigarettes during product registration.

The MHRA will only take action if it is warned of a product that is illegal, such as containing nicotine levels above regulatory limits.

Professor Bush told the Daily Mail it was absolutely shocking. What does it do to our regulatory system when newspapers expose major violations like this?

"We urgently need compliance checks when manufacturers register e-cigarettes, and further spot checks after e-cigarettes are on the market to ensure companies comply with the law."

"It's deeply concerning that people are buying these e-cigarettes without knowing what's in them. These laws are there to protect users, especially children."

Chris Allen, chief executive of Broughton Laboratories, which conducted the tests, said regulators needed to address the issue quickly and he would like to see strong action from regulators, such as removing off-limit products, completing product testing and Destruction of Compliant Products.

Daily Mail contacted Elf Bar for comment on the Lost Mary test but did not respond.

The company previously said its products were safe and would investigate all vaping products exported to the UK.

Background Information:

1. What is the relationship between Elf Bar and Love Miracle?

According to public information, Elf Bar is a product of Weiboli Technology, a 100%-owned company of Ai Miracle.

Ai Miracle has a total of 14 companies, covering the entire industry chain of e-cigarettes. It is an overseas invisible e-cigarette giant. Electronic cigarette products.

At present, 4 affiliated companies have obtained e-cigarette production licenses, namely Shenzhen Kickner Technology Co., Ltd. (brand, product design), Shenzhen Niwo Network Technology Co., Ltd. (brand), Dongguan Hongfu Biotechnology Co., Ltd. Co., Ltd. (e-liquid, edible flavor, manufacturing, sales), Love Miracle (Shenzhen) Technology Co., Ltd. (electronic cigarette production and sales, brand).

2. How popular is Elf Bar?

Launched in 2021, the Elf Bar sells around 2.5 million one-offs in the UK every week.

The devices cost £5.99 each and come in tempting flavors such as guava and kiwi, watermelon and blueberry ice.

Last January, online vaping platform IndeJuice reported a 279% increase in sales of disposable e-cigarettes in the final quarter of 2021 compared to the previous quarter.

E-cigarettes, including fruit and ice flavors, accounted for 60% of sales.

3. Will they be banned in the UK?

Disposable e-cigarettes should be banned from sale in the UK, ministers have been told.

Former Conservative health secretary Dr Caroline Johnson has urged MPs to back her disposable e-cigarettes (ban sale) bill.

Timeline of Elf Bar UK nicotine excess event:

UK campaigners urge £4 tax on single-use e-cigarettes like Elf Bars

Elf Bar Statement: Meet with UK regulators and promise to remove non-compliant products

The Daily Mail continues to attack Elf Bars: a 3,500-puff e-cigarette is equivalent to 280 cigarettes

Elf Bar e-cigarette nicotine exceeds the standard and continues to ferment: the five major chain retailers in the UK are off the shelves

Disposable e-cigarettes such as Elf bars should be banned, ex-UK health minister says

Elf Bar e-cigarette nicotine content violations, three major British grocery chains removed it

Elf Bar admits to "unintentionally" selling e-cigarettes that exceed legal nicotine content by 50%

Elf Bar e-cigarettes exceed the legal nicotine level in the UK and are removed from many stores

Domestic media reported Elf Bar British nicotine exceeding the standard incident:

Love Miracle ELF BAR e-cigarettes caught in the nicotine over-standard scandal: it may affect the industry to go overseas

Elf Bar was taken off the shelves in the UK for exceeding the standard: disposable e-cigarettes face stronger scrutiny

Elf Bar faces a lawsuit in the United States:

E-cigarette maker Elf Bar wanted to donate to the American Cancer Society, but was rejected

Mercury retrograde? U.S. court orders Elfbar e-cigarettes to stop selling in U.S.

ELFBAR Disposable Electronic Cigarettes Sued for Infringement in the United States and Will Change Its Name