Reuters: Vaping companies facing European opposition to higher nicotine level

08.05.2019 19:36 "Agro Perspectiva" (Kyiv) — A push by makers of electronic cigarettes to raise nicotine levels within the EU countries towards their far higher American levels is running into opposition, Reuters says referring to Grant Winterton, EMEA president of Juul (U.S. market leader) report. However, Winterton admits, there is little sign within Europe of the kind of regulatory backlash seen within the United States over youth vaping. It is to be admitted, the E-cigarettes, which offer a nicotine alternative to cigarettes without the same toxic and cancer-causing chemicals, have seen rapid growth in the United States, prompting Marlboro maker Altria Group to buy a 35% t stake within Juul for US$12.8 milliard as of last year Dec. But the roll-out across European Union countries of Juul, whose devices resemble a USB flash drive and work by vaporizing a nicotine-laced liquid, has been hampered by limits of 20 milligrams of nicotine per millimeter of liquid compared to 59 in the United States. This, the company says, makes it less effective as an alternative to cigarettes for heavy smokers. «We will put forward our position that we think the limit should be increased,» Winterton said, looking ahead to a review of the EU Tobacco Products Directive within 2021.

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