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Ask The Expert: Preparing for PMTA

August 14, 2020

Ask The Expert: Preparing for PMTA

The eJuices.co team is preparing for PMTA and that means instead of asking one expert, we havefouron hand to talk about the ins and outs of PMTA and whatever questions you might have. We are joined by Kurtis Davey and Matt Hancock from Vendor Relations as well as Alfredo Trevizo and Tyler Bush from Sales. The success of your business is our priority, and we’re working hard to make sure you have the latest news regarding PMTA.

Store owners have questions, but answers are still scarce

While the majority of brands have stated they will go through PMTA, store owners are still unsure of what brands are undergoing PMTA and what products from those brands will undergo PMTA. “As it stands there has been a lot of brands that are saying they are filing. But in the end, until they do, we aren’t 100% sure they will,” Bush says. While general questions may be common knowledge in the vaping industry, specifics are still scarce. “A lot of the brands are still unsure about PMTA,” Hancock says.

Enforcement will be strict and swift, but still unspecific

“The FDA has announced that they will be strictly enforcing PMTA swiftly with regard to vapor products due to the ‘vaping epidemic,’” Davey says. The parameters have been set in regard to PMTA, but once again, specifics are still unclear. “They have postponed cigar applications to enable more resources for PMTA in regards to vapor products,” Davey added. Therefore, we know that vapor products are the primary target regarding PMTA, yet there are still many questions regarding specific details that may be addressed later on. For example, we know that enforcement may be carried out quickly on brands that may have branding that might appeal to minors, although what is considered as “appealing to minors” may be subject to the discretion of the enforcement agent.

Some shops are growing cautious in their purchasing habits

There is uncertainty among vape shops because of the lack of clear guidance from the FDA at least regarding specific enforcement actions. In addition, as previously mentioned, brands are also undergoing uncertainty in the industry right now. “They are only buying what they need. The orders have been getting smaller,” Trevizo says. Each shop will be different, so make sure to communicate well with your customers and brands alike for updates. “AOV is down for sure. The brands filing PMTA and the products they are filing for are completely different than the products listed on the site now,” Bush added. Therefore, vape products may be completely different after September 9. “Names of flavors, marketing angles, etc. will all be changing post-PMTA,” Davey said.

CBD products may take center stage in vape shops

There may be a focus on CBD products in the future. “A handful of vendors have mentioned transitioning to CBD products and tobacco-free nicotine,” Davey mentioned, which will bring products outside of the purview of the FDA. With the House of Representatives nowapproving the military use of CBD, there could be significant changes in the acceptance of CBD products in the near future. Where it is legal, shops may have to pivot to selling CBD products alongside vape products given that there are many questions regarding the enforcement and strictness of enforcement about PMTA. If you’re looking to sell CBD products in your shop, you can buy fromCBD.co, your CBD marketplace.

That’s all for this edition of Ask The Expert. You can contact your eJuices.co account manager or sales representative if you have any questions or concerns. We’re looking forward to hearing from you and working with you during this interesting time in our industry.


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