The trend is now shifting from conventional cigarettes to e-cigarettes. Counterfeiters have long been targeting e-cigarettes. Sometimes with disastrous results for consumers and manufacturers. How can they protect themselves?
Author: Marlene Ende, International Product & Market Manager at tesa scribos
The trade in electronic cigarettes, known as e-cigarettes, is booming: According to the Federal Trade Commission, sales revenue in 2014 for manufacturers, wholesalers and retailers was roughly 3.4 billion US dollars, and rising.
Advocates of e-cigarettes say they are less harmful than conventional cigarettes, making them a “healthier” way of consuming nicotine. We are in no position to judge whether or not that is true. Either way, counterfeit e-cigarettes and fake accessories – such as batteries, atomisers and e-liquids – do pose an acute risk.
E-cigarettes are a very recent trend that is growing fast. As a result, there are no binding industry-specific or statutory regulations, which guarantee the quality of the product and consumer safety. And then there’s the fact it’s a global trend. Many e-cigarette smokers, also known as “vapers”, order online from abroad to find the best possible price. This makes things easier for counterfeiters, since international delivery routes are often hard to trace in globalised trade.
What are the risks posed by counterfeit e-cigarettes?
How can brand manufacturers and consumers protect themselves?
With counterfeit e-cigarettes, it is impossible to guarantee that they contain only approved substances and components. Counterfeit e-liquids, which are atomised in e-cigarettes, can contain toxic chemicals. E-cigarette batteries present the most serious danger, however. They can catch fire or even explode as a result of overheating or a short circuit. Not only can this happen when they aren’t in use or when they’re charging, but even when consumers are smoking them. Plenty of e-cigarette smokers have been the victim of poor-quality counterfeits, as the article “E-cigarette explosions: an in-depth investigation” clearly shows. Victims often suffer severe burns and faulty e-cigarette batteries can also cause fires.
What can brand manufacturers of e-cigarettes and accessories do to protect their products – and customers – from counterfeiters?
Increasing numbers of brand manufacturers of e-cigarettes are using security labels to mark their originals. Each e-cigarette is given a unique product identity and is easy to distinguish from fakes. This allows both retailers and consumers to check whether what they have is an original product or potentially a counterfeit product.
In future, it is hoped that appropriate statutory regulations will be drawn up to bring the current risks from fake e-cigarettes under control. Security markings offer proof of authenticity, helping retailers and consumers to distinguish original products from counterfeits.
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Federal Trade Commission Smokeless Tobacco Report for 2014
Article: E-cigarette explosions: an in-depth investigation
Physical security markings as proof of authenticity