Prevention and discouragement of underage vaping. This was the main message relayed by
Jonathan Ng, Global Head of External Affairs of RELX International, during his participation at
the recently held Electronic Nicotine Delivery Systems (ENDS) Europe conference, where he
also took the opportunity to expound on a company-wide initiative dubbed the “RELX Guardian
Program: Commitment to Youth Prevention.”
Through this ambitious undertaking, RELX International underscores its commitment in tackling
head on two pressing issues concerning vaping: that of preventing underage access and
deterring minors from purchasing vaping products, a responsibility that Ng says the company
takes very seriously.
“Now more than ever, the industry has a role to play in raising awareness of why and how
electronic cigarettes can be better alternatives to combustible tobacco,” Ng said. “One concrete
way is by sparking in-depth conversations with policymakers and regulators on how to make use
of science and technology for the betterment of both products and industry.”
Ng made especially clear that since its inception, RELX International has been aggressive in its
mission to only market its products to adult smokers who are looking for an alternative to
traditional cigarettes. Through its industry-leading Guardian Program, they work hard to ensure
that these core brand values are reflected in everything from product development to sales,
coupled with a concerted effort with retailers to step up on-site identification.
Furthermore, Ng also highlighted RELX International’s adherence to a strict set of Marketing
Guidelines across the entirety of its communications, guaranteeing that no imagery or language
would appeal to the younger audience. The company also strictly enforces a health warning on
marketing materials alongside the deployment of available technologies—including advanced
age-gating and verification systems—in order to effectively navigate the complex online space
that’s dominated by social media platforms.
These proactive measures are but some of the responses of RELX International to growing
concerns like how flavor names might attract the youth, going as far as deliberately choosing
flavor names that do not appeal to unintended audiences such as minors. Additionally, RELX
International also works closely with its trade partners, requiring them to adhere to the stringent
Guidelines in their operations as well.
Moving on to shifting industry trends, Ng touched on how, due to the growing number of options
available to them, “adult smokers and vapers are becoming more discerning” and that “their taste
preferences as well as their demand for quality has increased.”
Thus, Ng believes that only the companies that have a robust R&D pipeline that is able to cater
to the preferences of smokers in order to help them switch—a reflection of significant
investments in product quality and reliability—will thrive.
Drawing manufacturing companies, public health experts, regulatory and policy bodies, law firms
and more, the ENDS Europe is Europe’s leading ENDS conference to look at scientific,
commercial, and regulatory aspects, covering everything from the latest regulations (including
TPD) and the latest research to testing methods, concerns and standards, product design, and
potential harm reduction. Other invited speakers include representatives from Philip Morris
International, Japan Tobacco International, Nicopure Labs, CORESTA, MHRA, UKVIA, Totally
Wicked, INNCO, Imperial Brands, and IBVTA.
