Regulation isn't just a legal checklist—it's part of your analysis. Products that don't comply with local laws are a liability, not an opportunity. Check things like age restrictions, packaging requirements, and advertising bans. The UK, for example, has strict rules on nicotine product labeling and advertising. You can read more about where you're allowed to vape in our guide on where you can vape in the UK, but the key is to know the rules before you commit.

Also, watch out for medical claims. You can't say a vape helps you quit smoking unless you have the evidence. Our article on medical cessation claim boundaries explains what you can and cannot say, and it's essential reading for any brand owner.