Vape brands Elfbar and Lost Mary announce UK advisory board 

HG Innovation, operator of the Elfbar and Lost Mary brands, has on Friday announced the formation of an advisory board in the UK to provide strategic advice to the company.

Board members are drawn from across relevant disciplines with senior level experience, including in national and local government, the medical profession and law enforcement.

Members will have a remit to advise the company on key aspects of its work and operations in the UK.

“The creation of an advisory board is an important step in the company’s operations in the UK market and our global journey. This aligns with our long-term commitment as the responsible market leader for the vaping sector and its role in smoking cessation,” Victor Xiao, global vice-president at HG Innovation, commented

“Board members have served at the highest levels of their respective professions and have direct experience working in the fields relevant to vaping, including the environment, the NHS and law enforcement. They will bring a wealth of expertise to this role.”

Members of the UK advisory board include:

• Steve Bennett, former director of investigations at the National Crime Agency
• George Eustice, former secretary of state for the department of environment, food and rural affairs
• Susie Kemp, former chief executive of Swindon Borough Council and deputy chief executive of Surrey County Council
• Lord Porter, former council leader and chair of the Local Government Association
• Sairah Salim-Sartoni, qualified health psychologist with 20 years of experience in smoking cessation and tobacco harm reduction, including for the NHS
• Lord Walney, crossbench peer, former Labour MP and special advisor to prime minister Gordon Brown and business secretary Lord Hutton

Xiao said HG Innovation advocates for a more robust approach to vape retailing alongside an enhanced regulatory environment. This includes retail licensing for vape products, support for a proportionate vape tax, and an end to the use of inappropriate imagery and language on packaging and flavour descriptors.

It also calls for safeguards around the display of vape products in-store, greater powers for the Medicines and Healthcare products Regulatory Agency (MHRA), and more resources for Trading Standards to investigate instances of non-compliance and illicit activity.

“Elfbar and Lost Mary are dedicated to addressing concerns around vaping, including youth access, its environmental impact, and illicit trade. The creation of the advisory board further signals this intent. We are honoured to have this group of experts to guide us to be a more socially responsible corporate citizen,” Xiao added.