Press Releases

Fontem Ventures’ Position On EVP Advertising


Fontem Ventures stands by tight Marketing Standards and believes that the recently aired VIP advert goes against responsible marketing of EVP products.

Marc Michelsen, ‎Director of Communications & Public Affairs at Fontem Ventures, November 11, 2014

“Fontem Ventures have always believed that there must be marketing guidelines to ensure that EVP products are not being targeted at children or non-smokers – our own Marketing Standard is already leading in this regard.
Fontem Ventures believes that the VIP advert which aired last night goes against responsible marketing of EVP products in this category.
Fontem Ventures does not support any advertising which glamorises the use of EVP products. There is a huge risk that this will entice a wider audience which is completely unacceptable and grossly irresponsible.
We welcomed the Committee of Advertising Practice (CAP) announcement permitting advertisements for Electronic Vaping Products (EVPs).
But we believe that CAP must ensure the very highest standards for advertising and promotion within the sector in the UK and we hope that these rules could be seen as a model of good practice in other jurisdictions, especially within Europe.
One thing is clear however, Governments need to create a clear distinction between those products like EVPs that do not contain tobacco and regulate them accordingly. Traditional or new products that do contain tobacco need to be regulated as a completely separate category.

Given the public health improvements EVPs can deliver, according to a wide range of scientists including Professor Robert West, professor of health psychology at University College London, treating them like tobacco is illogical – given they do not contain tobacco – and self-defeating if we believe that they offer current and ex-smokers the opportunity to enjoy their nicotine without the risks associated with traditional tobacco usage.
Therefore, EVPs should not face the same marketing restrictions as tobacco.
That being said, it is important to ensure that they are always treated as adults-only products, which means marketing and advertising rules which ensure children are not encouraged to use them.
Fontem Ventures also believe that EVPs should not be sold or marketing in flavours or packaging that might appeal to children.”

Notes to Editors: Fontem Ventures
Fontem Ventures, a wholly owned subsidiary of Imperial Tobacco, was founded in 2012 with the intent purpose of creating an innovative portfolio of non-tobacco products aimed at the adult market, with an initial emphasis on the development of the highest quality and most reliable vapours or e-cigarettes.
Based in the Netherlands, in November 2013, Fontem Ventures acquired the core vapour technologies from Dragonite International Limited for $75 million and announced that the co-founder and executive director, Hon Lik, who is widely credited as the inventor of the e-cigarette, was to join the Fontem Ventures’ team.
Fontem Ventures operates at an arms-length basis with Imperial Tobacco Group and continues to research and develop leading edge products with an emphasis on quality, value and a commitment to sustainability.
Puritane is the first e-cigarette brand from Fontem Ventures, an entrepreneurial new company committed that is committed to developing non-tobacco lifestyle brands and products.
Developed in partnership with Hon Lik, a reputed pharmacist and inventor who is widely credited as the inventor of the e-cigarette. Puritane was launched into the UK vapour market in 2014, ten years after Hon Lik first came up with his original idea in 2003. Over the past ten years, significant technological advances have been incorporated into Hon Lik’s original idea, pioneering research into the category.
Hon Lik’s vast experience and technical expertise, alongside exhaustive research conducted among smokers and e-vapour users, was imperative to developing a high quality range of e-cigarettes that combe smooth taste, lasting performance, and premium technology.

Puritane e-cigarettes are available as a Disposable or as part of a Starter Kit: Puritane Disposable e-cigarettes are convenient and instantly ready to use. Each Puritane disposable e-cigarette lasts as long as 35 regular sized filter cigarettes (350 puffs*) and contains 16mg of pharmaceutical grade nicotine.
Puritane Rechargeable e-cigarettes, provided as part of a starter kit, deliver a high quality, easy-to-use experience with reliable advanced technology. Each kit includes a superior grade battery for a long lasting vaping experience, a specially designed USB charger which can be recharged up to 200 times, and two cartomisers containing 16mg and 11mg of nicotine.
*Each Puritane disposable e-cigarette lasts approximately as long as 35 standard sized cigarettes based on the average smoker taking 10 puffs per cigarette.

Puritane Range:
Puritane e-cigarettes deliver a smooth taste with expertly formulated flavours, varying degrees of strength and high quality ingredients, tailored to the unique taste preferences of UK customers. Choose from Original Flavour Full Strength, Regular, Medium and Nicotine-free.
Stockist & RRPs
Puritane e-cigarettes are available to buy from the Puritane online shop at as well as from Boots UK stores nationwide.

For media inquiries please contact:
David Alexander, Aspect Consulting on 07802-412424 or OR
Kate Brewer, Aspect Consulting on 07730-766195 or OR
Brittany Siddall, Aspect Consulting on 07731-769269 or

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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