Here's why vape brand 'Elf Bar' changed its name

, the top-selling Chinese disposable e-cigarette remains widely available thanks to a simple but effective tactic: changing its name.

"E-cigarette manufacturers have proven themselves to not operate in good faith," said Desmond Jenson, an attorney at the Public Health Law Center. "Until there’s something global that’s a deterrent to selling illegal products this is going to be the status quo." In June it was reported that the number of unique e-cigarettes on the market has tripled to over 9,000 since 2020, a surge driven almost entirely by Chinese-manufactured disposables. Most come in candy and fruit flavors that have made them the favoriteElf Bar generated U.S. sales of over $271 million in the past year, according to retail data tracker Nielsen. Separate data previously obtained by the AP shows the brand hit U.S.

The new products bear the same QR code previously found on Elf Bar packages to help customers verify their authenticity, as well as the same licensing code assigned by Chinese tobacco authorities. An e-cigarette purchased by the AP lists its manufacturing date as July 10, almost two months after the import ban.

The FDA did not provide an explanation for why the company has yet to receive a warning letter. The agency noted it is still gathering data on the impact of the import ban, including numbers of products detained or turned away.

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