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December 16, 2017

Study: E-Cigarette Retailer V2 Reveals Users Reaction to FDA Regulations

A new study completed by the electronic cigarette retailer V2 has revealed reactions of vapors to the recent decision from the U.S. Food and Drug Administration (FDA) to extend federal regulatory control to e-cigarettes. They survey 300 adult vapers from across the United States between 16 May and 20 May. Among e-cigarette users surveyed, 74% believe that electronic cigarettes should be subject to some sort of regulatory process. However, an April V2 survey, were 600 vapors were polled, 57% said that they were against any federal regulations by the FDA. Of that 57%, 27% believed regulations should occur locally (state, municipality, etc.) and 13% said the industry should self-regulate. The results of the survey were as followed:

When asked when they first heard about the FDA’s proposed regulations:

  • 44% stated they had never heard of the FDA’s regulations
  • 30% stated they had heard about the regulations some time since the FDA’s decision
  • 18% stated they had heard about the regulations on May 5th, the day of the decision
  • 9% stated they had heard about the proposed regulations prior to the FDA’s ruling in May
  • 74% believe e-cigarettes should be regulated
  • Without e-cigs, 49% would go back to smoking


Vice President of V2 Marketing, Adam Kustin, stated:

The industry missed a giant opportunity to inform and inspire vapers to take action ahead of these regulations. It’s unfortunate that the industry and its customers will only be able to coalesce around this issue after the barn door closed. Vapers want common sense regulations to ensure consumer protection and product standards, but what they fear is overregulation, which would stifle product access and innovation.

As part of the FDA’s ruling, government approval of all e-cigarette products and related consumables introduced after 2007, such as e-liquid, is now required. These products must go through a formal approval process to continue to be sold. Reports estimate that submitting an application for a single product approval could cost more than $1 million for the applicant. Kustin went on to state:

Big Tobacco companies, with their virtually unlimited resources, benefit tremendously from an onerous and costly application process. They have the ability to do it. And while our company is also well positioned, the smaller players in our category aren’t as fortunate. Some simply won’t be able to bring their products to market, while others will be forced to raise prices, further diminishing their competitiveness. Lastly, it’s important to recognize that Big Tobacco is under no obligation to submit any products for approval. They could accelerate the demise of the industry by simply withholding products from submission. Given the relative size of the e-cig industry to combustibles, I would say their motivation is low.

When the survey respondents were asked what they would do if electronic cigarettes and e-liquid became harder to buy or more expensive, 36% said “nothing would change” and that “as long as they are available, I will buy them.” However, 34% said that they would vape less. Another 18% said they would “vape less and smoke combustible cigarettes more,” while 8% said they would switch back to smoking exclusively, if e-cigarettes and e-liquid became more expensive or more scarce.

When asked if regulations were to force e-cigarettes off the market entirely, 49% said they would go back to combustible cigarettes. 28% said they would stop consuming nicotine or tobacco products of any kind and 17% said they would use a smoking cessation method, such as the patch, mints or gum. Kustin stated:

E-cigs are groundbreaking technologies that offer an alternative to combustible cigarettes, which are harmful to millions. Almost half of respondents reported they’d return to combustible cigarettes if e-cigarettes were no longer available. The remainder said that they’d either use a cessation therapy such as nicotine gum, which we know doesn’t work; or they’d quit nicotine entirely, which is unlikely and unprecedented. In other words, if the FDA’s ruling hampers access or forces higher prices, it threatens to eliminate 99% of the industry, essentially driving vapers back into the eager arms of Big Tobacco. Such an outcome would be tragic, not to mention entirely inconsistent with the FDA’s earlier ‘continuum of risk’ rhetoric.



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