Youth Access Prevention

Adult smokers only

We are a responsible company and our vape products are aimed at adult smokers only. We are both supportive of – and committed to – enforcing robust youth access prevention measures.  Our global vape brand blu is over 10 years old, and youth use has never been associated with our product. Our blu marketing standards and campaigns are focused solely on reaching adult smokers.

We do not want young people accessing or using nicotine, or for any young person to try vaping 

Youth Access Prevention

As well as upholding strict marketing standards, we’ve mapped out a robust set of precautions to prevent the underage use of, and access to, our blu vape products:

  • We support government regulation aimed at preventing underage access to vaping products, and at ensuring their responsible marketing and sales.
  • We conduct thorough online age verification processes on and mandatory manual ID checks to detect those aged 25 and under.
  • We monitor all online transactions, checking for fraudulent activity, unauthorised wholesaling or sales where our products could reach underage users.
  • We educate our retailers  on age verification compliance requirements and the importance of youth access prevention.
  • We demand commitments from retail partners to prevent underage access and enforce this through random compliance checks.
  • We immediately terminate contracts with stores or retailers found to sell to minors.
  • We prohibit certain ingredients in blu vapour liquids, including sugars, to help minimize any appeal to minors.
  • We conduct post-market surveillance to flag any demographic trends, including “never smoker” and youth use. 

Responsible marketing

By committing to responsible marketing and high product standards across the category, we can create a united front against youth access to vaping products. We are also committed to integrating new technology into our future product roadmap that would support user age verification, and continuously evaluate the options for using digital innovation to address this issue in new ways. 

From manufacturers to retailers, we believe everyone in the vaping industry must take responsibility for their role in preventing youth access to vape products. We continue to work with government regulators across the globe to shape regulations and combat issues surrounding youth access.

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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