FEATURE
REBRANDING
LABELS
A CRUCIAL ISSUE WITHIN
THE VAPE INDUSTRY
BY TONY OTTOMANELLI II
Many vapers remain unbothered by a trend that desperately
needs a consensus: the labelling of e-liquids.
Of course, as a business, you want to sell as much product as
possible and the labels on e-liquid bottles can certainly help in
this regard. However it does the industry no favours when these
labels contain cartoon-like images and bright colours, which
appeal to children or infringe the copyright or intellectual property
rights of existing businesses.
There is a strong focus on making sure veteran brands are
maintaining responsible business practices just as much as the
new start-up companies are responsible when creating their
brands.
US anti-vape fanatics will go to great lengths to pick out any
brand that may seem like it appeals to children and then the anti-
vape fighters will use those potentially child-appealing labels as
examples to showcase to the world.
More and more, we have seen the consumers become industry
professional business owners and then highly active advocates,
primarily because they quit smoking by vaping – this proves just
how effective of a tool for harm reduction vaping truly is.
Jared Olson, owner of Fedora Guy E-liquids and the online retail
90 | VM17
store, Vaper’s Hobby Shop clarifies, “Any business or product that
represents or symbolises anything remotely close to marketing
to children is unacceptable and none of us will do business with
them.”
A major US vape advocate and vape industry professional,
Fig Ramsey asks, “When are vapers going to catch on to this?
Why wouldn’t a vaper examine the label of an e-liquid and ask
themselves, ‘Would this be appealing to children?’”
In short,to sum up what vaping advocates are all about, is to inform
unaware or unresponsive companies that their irresponsible
marketing strategies are unacceptable within our community and
industry.
From this it is an advocate’s duty to guarantee they change
whatever may be seen as child-friendly images or any other
symbol that designates things that children may like.
Nowadays most US vape advocates will simply not buy an e-liquid
deemed to be appealing to children so why wouldn't all vapers do
this?
Most people I know seem to usually favour their own desires
rather than do something in favour of the wellbeing of others.
Not to mention, the taste of a particular e-liquid may very well be