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HomeNEWSVape retailer redesigns packaging to include warnings in te Reo

Vape retailer redesigns packaging to include warnings in te Reo

Millions of vaping products that are imported into New Zealand will be required to display warning labels in te Reo Maori under the Ministry of Health’s new proposals. Shosa, the country’s largest Vape retailer, says they are already in the planning process of redesigning their packaging.

E-cigarretes containing nicotine will need to carry a warning label that advices the potential of addiction to the product in both English and te Reo Maori, alike to labels on cigarettes containing tobacco.

Although 13 percent of Kiwis are regular smokers, the statistics are much higher for Maori with 31 percent. Shosha’s recent study of 1000 Kiwis has found that Maori are significantly more likely than the national average to use vape products, either to reduce smoking cigarettes (33 percent) or for some other reason (24 percent).

Shosha’s spokesperson Nabhik Gupta, says the company are already in the planning process to include a warning in te reo on their products’ packaging. The labels will soon read “He nikotini kei roto i tenei mea, he matu tino whakawara”, which translates to “this product contains nicotine which is a highly addictive substance.”

“While the redesign and printing of thousands of individual product lines is a significant undertaking and a process which will take months to fully implement, we believe it is an important proactive step for us to take to improve industry standards and help support smokers wanting to transition away from cigarettes.”

If implemented, the Government’s proposals will see New Zealand standards become among the world’s strictest.

“The European and UK based standards which the Ministry is proposing are some of the most stringent available,” says Gupta.

“If adopted here it will mean consumers can be reassured that only what is on the label what is displayed on the label is present in the product – down to the last molecule.”


Other proposals under review include:

  • options for the definition of an internal area
  • the display of vaping products in retail stores and websites
  • the use of harm reduction statements in retail stores and websites
  • the display of R18 notices at vaping points of sale
  • packaging requirements for vaping products
  • the responsibilities of manufacturers and importers who intend to sell vaping products or smokeless tobacco products (including product safety requirements)


    Read more: Why retailers should consider buy-online-pickup-in-store (BOPIS)

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