Liberro launches their new Amo e-cig starter pack amongst recent regulation announcements

Smoking electronic cigarettes has taken the UK by storm! They entered the UK market in 2006 and sales have grown considerably. There are an estimated 1.3 million people in the UK now using electronic cigarettes instead of smoking tobacco. 

Last week the Medicines Healthcare Products Regulatory Agency (MHRA) made a statement about regulation that made headline news, but this is not curtailing expansion plans and new product development at Liberro electronic cigarettes as they announce the launch of their new Amo e-cig starter kit.

Simon Christou, Liberro founder and once a 30 a day smoker comments: “E-cigs are not medicines, and not ‘quit smoking products’; they are a like-for-like alternative to smoking and they are for adult smokers, not for children. We believe there can be no moral, ethical or legal justification for restricting access to these products to adult smokers and that they have the potential to save millions of lives.

“The coverage implied that e-cigs are unregulated. This is not the case, they are regulated as consumer products and we comply with the law and the government enforces the law. What we would like to see is better enforcement of the existing consumer protection law, and with many new entrants entering the market, ensuring that they meet our industry standard for quality.

“As the market grows, our customers like more choices; some like larger e-cigs that have bigger batteries and hold more liquid and some like the smaller e-cigs that are lightweight and look like a traditional cigarette. Some also like the ease of disposable e-cigs and some like the rechargeable packs that they refill choosing different flavoured e-liquids to suit their mood.”

The Amo Starter Pack launching this week comes with two complete AMO e-cigs, a USB rapid charger and a protective portable case. Liberro also give at no cost a 10ml bottle of their premium grade Purity e-liquid. For experienced e-smokers these new e-cigs have the power to last the day (depending on the length of puff) and to new e-smokers they have the advantage of being easy to use and easy to refill. The Amo has cartomisers (tips), which are clear plastic so the e-smoker can see when the liquid is running out.

Simon concludes: “As more people make the switch to e-cigs this can only be a good thing, as they are the healthier alternative to tobacco cigarettes and cheaper.

“At Liberro we will always ensure that we conform to the government regulations and quality is top of our agenda. We rigorously test our e-cigs and e-liquids and this also includes independent testing. We are a member of ECITA and undergo yearly audits with a 34 point checklist and we were the first company to obtain the quality standard ISO9001.”

For further information contact:

Julia Girling

Press Officer, Liberro

Tel: 07889 813334

Email:  julia@liberro.co.uk

Notes to editors

Liberro is a leading UK electronic cigarette company that sells disposable electronic cigarettes, cigars, pipe and a range or premium quality liquids online at www.liberro.co.uk.

Electronic cigarettes are a healthier alternative to cigarettes and provide a satisfying nicotine hit, without tar or tobacco, carbon monoxide or additional chemicals found in traditional cigarettes. They can be smoked in the office, car, home or bar because they don’t give off harmful chemicals and they don’t smell like traditional cigarettes. Electronic cigarettes are around 70% cheaper than smoking traditional cigarettes.

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