Report Reveals Major Vape Brands Mislabeling Nicotine Content, Some "Zero Nicotine" Products Found Contaminated with Nicotine

In a groundbreaking new investigation commissioned by Altria, one of the largest tobacco companies in the United States, alarming results have been revealed about the widespread issue of nicotine mislabeling in the vape industry. The independent lab study, focused on illegal vape products in the U.S. market, uncovered that many well-known brands are misleading consumers about both the type of nicotine used and its concentration. The results have raised serious concerns about safety and product transparency in the rapidly growing vape market, particularly with “zero nicotine” products that have been found to contain higher-than-expected levels of nicotine.

The report, titled "Illegally Marketed Vape Products Frequently Mislabel Nicotine Content", highlights some shocking findings. Among the 12 brands analyzed, 9 misrepresented the source of their nicotine, and 10 of the brands were caught overstating or understating nicotine concentrations. Of particular concern were 14 “zero nicotine” products, where two of them contained dangerously high levels of nicotine, posing potential health risks for unsuspecting users.

Shocking “Zero Nicotine” Products Found to Contain Actual Nicotine

Perhaps the most alarming discovery was that some vapes labeled as “zero nicotine” were, in fact, far from nicotine-free. The study identified that two products—Mr. Fog Zero Nicotine SW15000 Banana Pancake and North FT12000 Zero Nicotine Blue Slurpie—contained trace amounts of nicotine, which could pose serious health risks, especially for users trying to quit smoking.

• Mr. Fog Zero Nicotine SW15000 Banana Pancake was found to contain 1.8% nicotine.
• North FT12000 Zero Nicotine Blue Slurpie was found to contain 0.1% nicotine.

While the presence of even small amounts of nicotine may not seem like a big deal at first, it contradicts the promises made by manufacturers of these products, who claim they are free of nicotine to cater to those looking to quit or avoid the addictive substance altogether. For consumers relying on these "zero nicotine" products, this could lead to unintentional nicotine consumption and potential addiction, which defeats the purpose of using a "safe" alternative to smoking.

Misleading Claims about Nicotine Sources

The study also revealed that 9 out of the 12 vape brands in the investigation were misleading consumers about the source of the nicotine used in their products. Since 2020, manufacturers have increasingly turned to synthetic nicotine to circumvent regulatory scrutiny, especially after the FDA set a deadline for the submission of Premarket Tobacco Applications (PMTAs) for vaping products. These manufacturers labeled their products as containing synthetic nicotine to avoid being classified under FDA regulations for tobacco-derived nicotine.

However, the tide began to turn in 2022 when U.S. Congress granted the FDA the authority to regulate synthetic nicotine, meaning that any product—whether containing synthetic or tobacco-derived nicotine—now falls under the same regulatory framework. As a result, vape products that hit the market after the 2022 deadline without FDA approval are considered illegal, and this includes those using synthetic nicotine.

Despite these regulations, many illegal manufacturers continued to sell products containing tobacco-derived nicotine under the guise of synthetic nicotine, likely to save on costs. This has created confusion for consumers who are not sure whether the product they are using contains the nicotine source they were led to believe.

The report revealed that only 3 out of the 12 brands (about 25%) accurately labeled the type of nicotine in their products. The rest—75% of the brands—misled customers about the source of nicotine. Some of the biggest offenders include:

• Breeze Smoke and King Vape: Both brands had 100% misleading labels across all of their SKUs (Stock Keeping Units).
• HQD, Lost Mary, and Lost Vape: These brands showed 75% mislabeling, with 3 out of 4 SKUs marked incorrectly.
• Elf Bar, Esco Bars, Geek Bar, and Mr. Fog: These brands had 50% mislabeling, with half of their products incorrectly labeled regarding nicotine type.

On the flip side, brands like Fume, Juicy Bar, and Loon were among the few to have accurately labeled their nicotine sources in all their products.

Errors in Nicotine Concentration

Along with misleading nicotine sources, the study also uncovered widespread errors in the labeling of nicotine concentrations. A staggering 83% of the products tested had inaccurate nicotine concentrations. Some vapes were found to contain more or less nicotine than what was stated on the packaging, which could seriously affect the user experience—especially for people trying to switch from traditional cigarettes to vaping, where consistency is key to curbing cravings.

The breakdown of how brands performed with nicotine concentration labeling is as follows:

• 100% Incorrect: Brands like Elf Bar, Fume, Geek Bar, Juicy Bar, Lost Mary, and Lost Vape had mislabeling issues across all of their SKUs.
• 75% Incorrect: Loon had 3 out of 4 products labeled incorrectly.
• 50% Incorrect: Mr. Fog misrepresented nicotine levels in 2 out of 4 SKUs.
• 25% Incorrect: Esco Bars and Kang Vape had one out of four SKUs misrepresented.

Interestingly, Breeze Smoke and HQD were the exceptions, with 100% accurate nicotine concentration labeling across all their products.

Why This Matters: Consumer Safety & Regulation

The findings from Altria’s commissioned report underline a major issue in the vaping industry: the lack of regulation and oversight, particularly in the illegal market. The absence of strict quality control measures has led to a significant public safety concern, with consumers unknowingly using products that could contain harmful amounts of nicotine. The mislabeling of nicotine content also undermines efforts by public health organizations and regulatory bodies like the FDA to help adult smokers transition to safer alternatives without falling into another form of addiction.

The consequences of mislabeling and illegal sales are more than just a legal issue—they’re a matter of consumer trust and safety. People looking for a safer way to consume nicotine through vapes may be inadvertently exposed to higher or lower levels than they bargained for. Moreover, the failure to regulate flavorings, which often attract younger users, compounds the problem, with many products marketed as trendy or "harmless" alternatives to smoking.

The Way Forward

The investigation serves as a wake-up call for both consumers and regulators. As the vaping industry continues to expand, it is critical that both manufacturers and regulatory bodies ramp up efforts to ensure transparency, safety, and accurate product labeling. While the FDA and other agencies are working on stricter regulations, the growing illegal market suggests that much more needs to be done to curb the tide of misrepresented and potentially harmful products.

For now, consumers are advised to be cautious when choosing vape products, especially those marketed as “zero nicotine.” Until the industry is brought under more stringent control, the risks of mislabeling, misleading claims, and inconsistent nicotine content remain significant. It’s up to both regulators and consumers to demand better accountability from the manufacturers, ensuring that the promises made on vape labels are more than just empty words.

In the end, if you're looking to quit smoking and transition to a vape, make sure you're choosing products from trusted brands, and don’t take nicotine content or source at face value. You deserve to know exactly what’s in the product you’re inhaling.

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