What SVR Retailers Need to Know

If you’ve ever visited a vape retailer’s website in New Zealand, you may have noticed that the images look quite different from those in other countries. That’s because vaping businesses must follow strict regulations on how products are displayed online. These rules are designed to ensure responsible marketing while preventing vaping from being promoted to non-smokers or young people.

In this blog, we’ll break down what these restrictions mean for you as a consumer, what images you can expect to see on vape websites, and how retailers stay compliant while still providing the information you need.

Why Are There Restrictions on Vape Images?

The Smokefree Environments and Regulated Products Act 1990 (SERPA) governs how vaping products are marketed in New Zealand. While the law allows adults to access vaping as a smoking alternative, it also prohibits any form of advertising or promotion.

This means vape retailers can display products online, but they must do so in a way that is strictly informational—not promotional.

What Vape Images Are Allowed on Websites?

While you won’t see flashy vape advertisements or lifestyle imagery, you can expect to see:

✅ Product Pack Shots – Simple, unedited images of e-liquid bottles, vape devices, or accessories.
✅ Plain Backgrounds – Neutral colours that do not add any marketing appeal.
✅ Mandatory Warnings – Nicotine content and safety information included in product images.

Retailers must ensure their website images are factual and straightforward, focusing on providing essential product details rather than enticing visuals.

What Vape Images Are Not Allowed?

To comply with New Zealand law, vape retailers cannot use:

🚫 Lifestyle Images – No photos of people vaping or enjoying vape products.
🚫 Dramatic Effects or Editing – No glowing effects, vapour clouds, or stylised digital edits.
🚫 Promotional Text in Images – No “Best Seller,” “Limited Time Offer,” or discount banners.
🚫 Cartoon or Youth-Friendly Designs – Anything that could appeal to minors, such as playful graphics or bright, animated characters.

These restrictions help ensure that vaping is marketed responsibly and does not appeal to non-smokers or young people.

How Do Retailers Stay Compliant While Informing Customers?

Even with these strict regulations, retailers still provide the information you need by:

🔹 Offering Educational Content – Blogs, FAQs, and guides help you make informed choices.
🔹 Providing Detailed Product Descriptions – Since images are limited, descriptions include all key details.
🔹 Encouraging Customer Reviews – Real feedback from customers helps you decide what’s best for you.

At EasyPuff, we prioritise compliance while ensuring our customers get the best vaping experience.

Final Thoughts: Why This Matters to You

While these restrictions may seem strict, they are in place to ensure responsible vaping practices in New Zealand. By following the law, retailers help protect consumers while still providing access to high-quality vape products for adult smokers and vapers.

If you have any questions about vape products or compliance, our team at EasyPuff is here to help!

📞 Phone: +64 7 925 0904
📧 Email: support@easypuff.co.nz

Stay informed, stay safe, and enjoy vaping responsibly! 🚀