The UK Electronic Cigarette Industry Association (ECITA) was established in June 2010 to tackle the regulatory discrepancies and uncertainties surrounding the sale of electronic cigarette products in the UK and Europe. By researching the various legal regulatory requirements for these types of products, ECITA has been able to develop the Industry Standard of Excellence Programme (ISE). The ISE offers support and assistance to ECITA members to ensure that they achieve compliance not only with the law, but with the best possible business practices. The ECITA name offers reassurance to consumers that the products sold by ECITA members are properly compliant with the law, and are regulated by means of regular internal auditing, as well as external oversight from Trading Standards and other government regulators. Trading Standards described the ISE as ” a Code any industry would be proud to have.”

An ECITA member’s product is an Excellent product.


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A modern microelectronic device that feels, looks, and tastes like the real thing minus tar, tobacco or thousands of other harmful substances. They require the same mechanical motions capturing the oral and tactical experience of cigarettes, cigars and shishas.

They expel an almost odorless water vapor that looks like smoke, but isn t. Vapor is result of heating up or atomizing of the liquid inside the cartridge. The liquid (commonly known as e liquid) is made from Distilled Water, Vegetable Glycerin, Propylene Glycol and natural flavors. All ingredients are USP / food grade.

They can be legally used in most places including indoors and on public transports. Most tobacco smokers save 60 80% on their expenses. Electronic Cigarettes cost lower than tobacco cigarettes. They also leave your breath and clothes smelling normal and do not stain your teeth, saving you money on dental bills, chewing gums and mints.