Some reports look polished but fall apart under a light tug.
- No methodology section. That's an automatic no. If the publisher can't explain how they got from raw data to a market size, they either don't know or don't want you to know.
- Unverifiable citations. Watch for references like "industry experts" or "company interviews" with no names, dates, or roles. A report that won't name its sources is hiding something.
- Sales language in the findings. When the report reads like a pitch for a specific type of product or regulation, the numbers are probably there to serve an agenda.
- Forecasts presented as facts. Some reports headline a projected growth rate as if it were already happening. You'll spot this when the press release leads with "expected to reach $X billion by 2030"—that's a projection, not a fact.
- Inconsistent definitions. One section might include CBD vapes and HNB devices, another doesn't. If the definition shifts mid-report, the totals are meaningless.
- No publication date. If you can't tell how old the data is, assume it's stale. Vape markets shift fast, especially with regulation.
If you see two or more of these, put the report down. Your compliance file doesn't need junk citations.
