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By law, businesses selling vaping products are allowed to market their products by distributing free samples via third-party marketing firms. However, health entities in the UK have pointed out that a loophole in the current regulatory framework means it is legal for marketing companies to hand out vapes to minors.

ASH pointed out that a marketing team promoting Vype, has recently approached and offered a free sample to a 17 year old girl, in return for her email address. Before being handed the product, the girl was at no point told that the product contains nicotine or asked to verify her age.