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A harmonized legal framework (TPD) gives clear rules to follow.
The EU Tobacco Products Directive (2014/40/EU, “TPD”) sets product-level rules (nicotine limits, container sizes, required warnings and leaflets, notification requirements). This legal clarity makes e-commerce feasible when products meet TPD and national requirements. For practical guidance on compliant marketing, see our VapeMons Marketing Standards.
Member states implement TPD but still permit domestic distance sales.
Domestic online (distance) sales are allowed where TPD rules and national measures are satisfied. That means a compliant product can be sold by webshops and independent sites across many EU countries, provided you adapt to country-level rules.
Notification / market surveillance systems exist.
Manufacturers and importers must notify authorities (national portals or EU-CEG where required) before placing products on the market — these registration systems enable lawful online trading and are often required by payment providers and logistics partners. Once notified, you can feature those compliant SKUs on your product pages (for example, list TPD-ready SKUs under your online products directory).
If you want to sell nicotine-containing e-cigarettes online in Europe, you must at minimum ensure:
Nicotine concentration ≤ 20 mg/mL.
Refill containers ≤ 10 mL; single-use cartridges/tanks ≤ 2 mL.
Package labelling & leaflet requirements (health warnings, nicotine content, ingredient list, and user instructions).
Product notification to competent authorities (national portal / EU-CEG) before placing products on the market.
No cross-border advertising that has cross-border effect — many online ad channels are restricted; advertising must be geofenced and compliant. See our marketing standards for partner guidance.
Age verification / sale only to adults (national age limits — commonly 18+; implement robust checks at checkout).
For real-world reseller incentives and how rewards work when selling compliant SKUs, check our VapeMons Rewards program.
Although TPD creates a regulatory floor, national law can add stricter rules. Recent developments to watch:
Disposable & flavor measures: Some countries are moving to ban disposables or certain flavored formats. Always verify local bans before listing a SKU online.
Advertising restrictions: National authorities interpret cross-border advertising rules differently — influencer content and sponsored posts must follow local policies. Our Marketing Standards guide explains compliant influencer practices.
Excise & VAT considerations: Excise duties and VAT registration thresholds vary across EU states; plan pricing and logistics accordingly.
Avoid cross-border internet ads that target multiple countries simultaneously. Use geotargeted campaigns and ensure every promoted SKU is legal in the target country.
Packaging must be informational, not promotional. Health warnings and leaflets are mandatory — kits and boxes should not use youth-oriented imagery.
Influencer marketing is sensitive. Use compliant templates and approvals — our partner materials are pre-verified and available to authorized resellers (request via your wholesale account).
Find compliant partner collateral and downloadable assets in the partner resources section of our wholesale flow — or ask for verified marketing packs when you apply.
Register / notify BEFORE sale. Use the national notification system (or EU-CEG) and keep proof. Payment gateways and analytics platforms may request this documentation.
Implement robust age verification at checkout. Use third-party ID verification and log consent records.
Maintain country-specific catalogues. Geo-block SKUs that are banned locally and show only compliant products per country. Use your site’s collections to separate region-specific inventories: see how we structure categories on our collections page.
Labeling, leaflet, and packaging compliance. Validate artwork and user leaflets against local requirements; keep templates centrally stored and versioned.
Payment and logistics: Work with EU-friendly PSPs and 3PLs; local fulfillment (EU warehouses) reduces lead-time and VAT complexities.
Confirm product design meets TPD limits (nicotine ≤20 mg/mL; refill ≤10 mL; cartridges ≤2 mL).
Prepare compliant packaging & user leaflets.
Notify the competent authority (national portal/EU-CEG) and retain the confirmation.
Check each target country for disposables/flavor bans and excise rules; remove SKUs accordingly.
Implement strict age verification and delivery controls.
Confirm payment providers accept ENDS with required docs; set up EU merchant accounts if needed.
Geo-fence promotions and ensure influencer content follows your verified marketing standards.
Europe’s TPD-based system makes online vape sales possible in a regulated, predictable way — but the space is dynamic. Treat Europe as multiple markets: prepare compliant packaging, complete notifications, run country-specific catalogues, and work with EU-based fulfillment and payments. If you need help getting set up, consider applying as a wholesale partner so you can access our verified marketing materials and reseller support.
Learn more about reseller rewards and how they can boost your margins: VapeMons Rewards.
Want to review our marketing rules for compliant promotion? See: VapeMons Marketing Standards.
For accessibility and site policy details, visit: Accessibility Information.
