Gamucci has always been responsible in marketing our products to adults, seeking to bring to the market a product designed for adult smokers, and marketed thusly. Offering the best alternative to smoking within the market is our goal, and whilst selling our electronic cigarettes online we’ve always sought to ensure that our electronic cigarettes are purchased by those over the age of 18, as well having a clear message on our packaging outlining this. Many other brands agree with Gamucci and have implemented a similar system; the market understood the reasoning behind this, but why don’t the government?

In Italy this week the government sought to take this out of the companies hands and welcomingly drew up a law preventing e-cigarette sales to minor. Going further to comment that ‘”We don’t want to say that electronic cigarettes are more dangerous than normal cigarettes but they should not be used as harmless objects,”

As we see this product move further and further into the mainstream, legislation will follow, exemplified by the recent MHRA announcement. However at the time of writing no legal boundary similar to that of Italy’s recent decision exists in the UK. We feel as a brand that the marketing of e-cigarettes should always clearly present itself as an adult product, but the sale of e-cigarettes to minors is still a quite literally a legal black hole.

Electronic cigarettes are not for children and should not be classified in a manner that allows the sale to children to still be ongoing. Many schools have spoken out about this, claiming children are now bringing e-cigarettes with them to school. Whilst everyone in the e-cigarette market attempts to specifically market away from them, and further implementing systems designed to protect children from purchasing from them. For it is the government that does not offer any restriction, as currently a shop owner is under no legal obligation to refuse sale of e-cigarettes to minors.

The real answer is that the UK’s legal system is still catching up on the electronic cigarette revolution; the hastened MHRA announcement demonstrates this. Although a welcomed decision here at Gamucci, the absence of a short term law similar to that has been presented in Italy whereby minors are legally restricted from buying e-cigarettes would be a welcome relief in the market, and one we encourage.