Return of banned products to shelves
The UVAPE retail chain has announced the return of Elf Bar brand flavoured liquids for e-cigarettes to its sales. This activity takes place against the backdrop of current legislative restrictions that have banned the sale of flavoured nicotine liquids in Ukraine since 2023.
Journalist Plinsky drew attention to the fact that UVAPE offers consumers a choice of 25 flavour variants of liquids for DIY (do-it-yourself) mixing. The product description for the 30 ml Elf Liq states that it is part of the Elf Bar salt line. According to the journalist, these are ready-made flavoured mixtures containing salt nicotine, the sale of which is illegal.
Reaction to law enforcement actions
Plinsky believes that this situation casts doubt on the effectiveness of the fight against the shadow vape market, which Prime Minister Serhiy Koretskyi had previously declared. The journalist recalled the actions of the Economic Security Bureau (BEB) in August 2025. At that time, law enforcement officers conducted more than 40 searches at UVAPE offices and warehouses, seizing seven production lines and hundreds of thousands of units of ready-made DIY products. Despite these measures, the chain continues to operate in Ukraine.
Proposals to strengthen liability
Separately, the journalist highlighted the position of Tetyana Koshchuk, a taxation expert at the Growford Institute. She believes that the current fines for retail sellers, amounting to approximately 26,000 hryvnia, are not a sufficient deterrent.
Koshchuk proposes increasing sanctions for the illegal sale of tobacco products and e-cigarettes to 250,000 hryvnia. An additional direction in countering the shadow market, according to the expert, is strengthening control over individual entrepreneurs, through whom illegal products may be sold, as well as more active involvement of tax authorities in inspections of retail outlets.
Violation statistics and calls to MPs
According to data from the State Tax Service (STA) cited by Plinsky, in 2026, 300 retail outlets received fines for the illegal sale of e-cigarette liquids. Meanwhile, the potential number of violators may reach approximately 4,000.
The journalist called on Members of Parliament to consider the possibility of raising fines for the sale of banned liquids, as well as to hear representatives of the STA and BEB at the relevant parliamentary committee. In his opinion, without comprehensive measures to de-shadow the market, statements about fighting illegal vape circulation will not yield systematic results.
It should be noted that the estimates and accusations regarding UVAPE's activities presented are the journalist's position. Their compliance with the law and the circumstances of the sale of specific products must be established by the competent authorities.
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