# Chapter 5 - Presentation guidance - Great Britain

Source: https://www.keypedia.com/records/uk_mhra_guidance/uk-mhra/d13cd1a5-9e3e-405f-879e-c6007f99cd67
Type: Guidance
Published: March 23, 2022
Updated: August 16, 2024

> The Medicines and Healthcare products Regulatory Agency (MHRA) provides this guidance for manufacturers and importers intending to market e-cigarettes and refill containers in Great Britain. Under the regulatory framework of the Tobacco and Related Products Regulations 2016 (TRPR), companies must adhere to specific standards regarding product naming, presentation, and packaging. The primary goal is to ensure products are marketed responsibly and do not mislead consumers or appeal to minors. Main issues addressed in the guidance include the prohibition of names and imagery that suggest health benefits, such as 'energizing' or 'vitamin-enriched,' and branding that mimics food or confectionery products. Required actions for companies include submitting a formal notification of intent to market via the MHRA portal at least six months prior to sale. This notification must provide comprehensive details on product ingredients, emissions, and toxicological data. Packaging must prominently feature the mandatory health warning regarding nicotine's addictive nature, alongside clear ingredient lists and safety information. While this document provides general industry-wide standards rather than detailing a specific company inspection or site visit, it emphasizes that non-compliance with presentation rules—such as featuring cartoon characters or unauthorized medicinal claims—will result in the rejection of product notifications. To maintain legal market access, businesses must ensure all labeling is factual, excludes promotional incentives, and focuses strictly on necessary consumer safety information.

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## Content

Information on naming, presentation and packaging when submitting a notification of intent to market e-cigarette and vape products in Great Britain.

## Attachments

- [Advice on names, presentation and packaging of nicotine-containing electronic cigarettes and refill containers](/government/publications/chapter-5-presentation-guidance-great-britain/advice-on-names-presentation-and-packaging-of-nicotine-containing-electronic-cigarettes-and-refill-containers)