Global vaping leaders ELFBAR and LOST MARY have announced the creation of a UK advisory board, designed to provide strategic guidance on their operations. The board will consist of high-profile experts from various sectors, including national and local government, the medical profession, and law enforcement. It aims to offer key advice on pressing issues faced by both brands in the UK, as well as their parent company, Heaven Gifts.
Victor Xiao, Global Vice-President of Heaven Gifts, described the board’s formation as a significant milestone in the global expansion of ELFBAR and LOST MARY. “The creation of this advisory board marks a milestone in the global operations of ELFBAR and LOST MARY. This aligns with our long-term commitment as the responsible market leader for the vaping sector worldwide, and our exploration of the smoking cessation role vaping products play,” Xiao said.
The move comes as both brands aim to enhance their focus on corporate responsibility and tackle concerns over youth vaping, environmental impact, and the illicit trade of vaping products. Xiao added that the advisory board is part of a broader plan to bring this type of mechanism to other global markets, with Europe being the primary focus for future expansion.
Members of the UK advisory board have held senior positions across their respective fields and bring expertise in areas directly relevant to vaping, including public health, law enforcement, and environmental sustainability. Among the high-profile appointees are Steve Bennett, former Director of Investigations at the National Crime Agency, and the Right Honourable George Eustice, former Secretary of State for the Department of Environment, Food and Rural Affairs. Also joining the board are Susie Kemp, former Chief Executive of Swindon Borough Council, and Sairah Salim-Sartoni, a health psychologist specialising in smoking cessation and tobacco harm reduction.
The advisory board also includes Lord Walney, Crossbench Peer and former Special Advisor to Prime Minister Gordon Brown, and Lord Porter, former Chair of the Local Government Association. Each member brings unique insights to help guide ELFBAR and LOST MARY in becoming more socially responsible in their UK operations.
In the UK, both brands have been advocating for tighter controls in the vaping industry. Their proposals include a retail licensing scheme for vape products, support for a proportionate vape tax, and an end to the use of inappropriate imagery and language on packaging. The company is also calling for stricter safeguards on the display of vape products in stores and enhanced powers for the Medicines and Healthcare products Regulatory Agency (MHRA) to regulate the market more effectively.
Victor Xiao highlighted the importance of addressing these concerns: “Members in the UK advisory board have served at the highest levels of their respective professions, and we are honoured to have this group of experts who bring a wealth of expertise to this role.”
In addition to the UK, ELFBAR and LOST MARY are engaging with government stakeholders in European markets, including Germany, to address regulatory and industry-related challenges. This initiative reflects their broader commitment to promoting responsible vaping practices on a global scale. For more information, please visit lostmary.com and elfbar.com.
