Age Limits for Vapour Products

We are a responsible company and our blu vape products are aimed at adult smokers only. We are both supportive of – and committed to – enforcing robust youth access prevention programs.

We believe that it is the responsibility of Governments, in the jurisdictions in which we operate, to define what is considered an adult. It is not our role to determine or define what age constitutes adulthood in any country.

However, we advocate a consistent approach to how age limits are applied across nicotine product categories, given the harm reduction potential of vaping.

Our Marketing Standards

At Fontem Ventures, we have an essential role to play in ensuring that minors do not have access to vaping products. Our blu brand is and always has been marketed as an adult brand only. We are clear and passionate about our commitment to youth access prevention, and always follow these two guiding principles: 

  1. We do not market blu vaping products to youth.
  2. We do not design or market e-liquids in flavours that will appeal primarily to youth audiences.

Our internal Marketing Standards for vaping products require that we only market our products to adults, in addition we require models in our marketing materials to look over 25 years of age. Where local regulations and requirements are less stringent than our marketing standards, we always adhere to our standards.  An adult is defined as: 

A person aged 18 years or over, unless a higher minimum age for the lawful sale, purchase, possession or consumption of E-Vapour Products is specified by local law or voluntary agreement. If a higher minimum age is specified, the term ‘adult’ means a person of at least that specified minimum age.”

The typical minimum age to purchase vaping products across most markets is 18, though some governments have raised this to 21 years of age. We expect a consistent approach to how minimum purchase ages are applied. It would be counterproductive, for instance, to have a higher age limit for vaping products than for combustible tobacco products.

blu was founded in the USA in 2009 and is one of the original e-cigarette brands. It was acquired by Fontem Ventures in 2015. As one of the world’s most recognizable vape brands, blu offers adult smokers’ choice through high-quality e-vapour products and e-liquids.

Nerudia was established in 2013 and became part of Imperial Brands in 2017. It is the home of innovation and technology R&D for Next Generation Products (NGP) which includes e-vapour, heated tobacco and oral nicotine delivery. Nerudia is dedicated to creating a world where smokers have choice.

Fontem Ventures is a subsidiary of Imperial Brands PLC, a global consumer organisation and the fourth largest international tobacco company in the world, operating across 120 markets.

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