You're now on the ground in a new country—or market—and the rules are different. Let's break down what you need to know about nicotine strength regulations.

In the UK and EU, the cap is 20 mg/mL. Products above that can't be sold legally. The UK also requires that nicotine products be registered with the Medicines and Healthcare products Regulatory Agency (MHRA) before they can be marketed. That process includes submitting details about the product's composition, including nicotine strength.

In the US, the FDA regulates nicotine products. There's no federal cap yet, but the agency has proposed a product standard that would set a maximum at 20 mg/mL. Some states have their own laws—for example, California and New York have considered bans on flavored products and higher nicotine strengths. If you're selling in multiple states, check each one.

Other countries have their own rules. In Australia, nicotine is heavily regulated, and in Japan, nicotine e-liquids are banned outright (though nicotine-free products are allowed). Always do your homework for your target markets.