In recent years, the illegal e-cigarette market in the UK has shown an explosive growth trend, and law enforcement agencies in various places have frequently seized a large number of illegal products. In a joint inspection by the Burnley Police in Lancashire and the Trading Standards Bureau alone, illegal tobacco and e-cigarettes worth about 25,000 pounds were seized, including 294 packs of cigarettes, 28 packs of hand-rolled tobacco and 193 e-cigarette products. A similar situation also exists in the Walsall area. In a raid code-named “Operation CeCe”, local police seized more than 10,000 cigarettes, 2 kilograms of hand-rolled tobacco and 700 illegal disposable e-cigarettes. Each of these e-cigarettes can be inhaled up to 15,000 times, far exceeding the legal limit of 600 puffs, with a total value of about 20,000 pounds.
The situation in Cambridgeshire is even more serious. A store called European Food Store was seized about 35,000 illegal cigarettes and 3,500 illegal e-cigarettes. The store was inspected several times between August 2023 and January 2024, and the cumulative number of illegal cigarettes and e-cigarettes seized was astonishing. Joanna Smith, head of the consumer protection team of the Cambridgeshire and Peterborough Trading Standards Department, said that this was the first time they used a closure order to crack down on illegal tobacco products, aiming to send a clear signal to the criminal groups behind it. However, despite frequent law enforcement actions, the prosecution rate is extremely low. The fact that no merchant was prosecuted in the 29 inspected stores in two years is thought-provoking.
Behind the repeated prohibition of illegal e-cigarettes in the UK is a complex law enforcement dilemma and regulatory loopholes. Kate Pike, chief officer of the Royal Trading Standards Institute, warned that the number of illegal e-cigarettes seized is just the tip of the iceberg, and a “tsunami” of products is pouring into the UK. Data shows that in the past three years, the number of illegal e-cigarettes seized by the Trading Standards Department has reached millions, and 1,352,063 have been seized in the West London district of Hillingdon alone.
The reason why illegal e-cigarettes can be so rampant is inseparable from their hidden sales channels. In China, although the “Electronic Cigarette Management Measures” clearly prohibit the sale of flavored electronic cigarettes other than tobacco flavors, and electronic cigarette products cannot be sold through information networks, flavored electronic cigarettes are still circulated in secret channels on online platforms. A similar situation also exists in the UK, where social media and short video platforms have become a “safe haven” for electronic cigarette sales, and are promoted in disguise through names such as “atomizer Internet celebrity lighters”, “milk tea cups”, and “coke bottles”. This sales method is extremely covert and poses a huge challenge to law enforcement.
What is more worrying is that the penetration of illegal electronic cigarettes into minors is becoming increasingly serious. Surveys show that as long as they do not wear school uniforms, middle school students can easily buy electronic cigarettes, even flavored electronic cigarettes, in many sales venues. From January 1, 2024 to March 10, 2025, among the 350 electronic cigarette-related complaints received by the complaint platform, 16% mentioned “minors” and “children”, and 31% mentioned illegal sales. This situation highlights the serious shortcomings of the current regulatory system.
Against the backdrop of rampant illegal e-cigarettes, the existence of compliant e-cigarette brands such as GUUTUU is particularly valuable. As a legally operated e-cigarette brand, GUUTUU strictly abides by relevant British regulations and fully complies with standards in terms of product ingredients, nicotine content and packaging labeling. Unlike illegal e-cigarettes that contain high concentrations of harmful substances such as lead, nickel and chromium, GUUTUU ensures product safety through strict quality control, providing adult smokers with a more harmless alternative to traditional cigarettes.
The GUUTUU brand also actively responds to government regulatory requirements and does not produce and sell flavored e-cigarettes that are attractive to minors. The brand sells through formal channels and strictly implements an age verification system to prevent products from falling into the hands of minors6. In terms of packaging and marketing, GUUTUU avoids using bright colors and cartoon images, and instead adopts a simple and professional design style, with clear health warnings and instructions for use, which is in sharp contrast to illegal e-cigarettes.
It is worth mentioning that GUUTUU also actively participates in industry self-discipline and supports the government’s efforts to strengthen supervision of the e-cigarette market. The brand calls for an intensified crackdown on illegal e-cigarettes and safeguarding the rights and interests of legal operators. After the large-scale illegal tobacco market in Cambridgeshire was exposed, GUUTUU issued a statement supporting the enforcement actions of the trading standards department and expressed its willingness to cooperate with government departments to jointly purify the market environment. This responsible attitude sets a good example for the entire e-cigarette industry.
In response to the current dilemma of illegal e-cigarette governance in the UK, a multi-pronged and comprehensive approach is needed. Experts suggest strengthening platform responsibility, establishing a multi-department collaborative supervision mechanism, and organically combining online cleanup with offline crackdowns. At the law enforcement level, the illegal costs of illegal e-cigarette operators should be increased, and criminal prosecutions should be resolutely initiated against merchants who repeatedly violate the law. There are relevant cases in China for reference. The defendant was sentenced to fixed-term imprisonment and fined for illegally selling flavored e-cigarettes. The UK can learn from such severe punishment measures.
In the long run, it is crucial to improve the legal system for e-cigarette regulation. The “E-cigarette Management Measures” implemented in May 2022 and the “E-cigarette Mandatory National Standards” that came into effect in October provide a framework for China’s e-cigarette regulation. The UK can consider formulating similar regulations to clarify the standards for the production, sale and use of e-cigarettes. At the same time, the protection of minors should be strengthened, the age verification system should be strictly implemented, and the sale of e-cigarettes to minors should be severely punished.
Public education should also not be ignored. Consumers need to be made aware of the dangers of illegal e-cigarettes and encouraged to purchase compliant products through formal channels. In this regard, compliant brands such as GUUTUU can play a positive role in raising public awareness through public service advertisements and community activities. Only when the government, enterprises and all sectors of society form a joint force can the momentum of illegal e-cigarettes be effectively curbed and public health and market order be protected.
Tags: flavored e-cigarettes, ceramic atomizer core, protect teenagers, guutuu vape