Store standardIn force now
18+
Read our Terms of Service →No sale to a minor.
Access to this site is age-gated, and customers may be asked to verify their age. A sale should be refused when age cannot be established.
Youth Prevention · Guardian Programme
18+.
No exceptions.
RELX products are for existing adult smokers and vapers only. The Guardian Program brings youth-prevention principles into product communication, online retail, partner expectations and customer support.
18+only
AccessAge-restricted online retail
ContentAdult-directed communication
ActionReport and escalate concerns
18+Our non-negotiable standard
If you do not smoke or vape, do not start.
We do not intend RELX products for minors, non-smokers or people who do not already use nicotine. Nicotine is addictive, and vaping is not risk-free. Youth prevention begins with stating that boundary clearly.
The UK standard
Our house rule is simple: every product is 18+.
This store applies an adults-only rule across the range. UK legislation also prohibits underage sales and proxy purchasing, with broader national rules taking effect in October 2026.
UK-wide update29 Oct 2026
All
View GOV.UK retailer guidance ↗Vaping and nicotine products.
From 29 October 2026, UK age-of-sale and proxy-purchasing restrictions apply across all vaping and nicotine products, including online retail.
The Guardian framework
Six safeguards. One shared boundary.
Youth prevention is not one pop-up or one warning. It is a set of controls and choices that should work together throughout the customer journey.
Age-gated access
The website presents an age gate before entry, reinforcing that products and product information are intended for adults aged 18 or over.
No youth audience
RELX Guardian principles reject youth-directed marketing, including cartoons, youth-oriented celebrities and models under the age of 25.
Clear warnings
Product pages, packaging and marketing should communicate age restrictions and nicotine warnings clearly, without hiding them in decorative content.
Responsible presentation
Product information is written for existing adults and should remain factual, proportionate and free from themes designed to appeal to children.
Retailer expectations
RELX encourages commercial partners to apply age controls, train teams, refuse suspicious sales and respect local youth-prevention rules.
Concern escalation
Reports involving suspected underage access or youth-directed conduct are documented and routed to the appropriate support or compliance contact.
A shared line of defence
Protection at every hand-off.
The Guardian Program is intended to stretch from product development to marketing and sales. For the UK online store, that means making adult-only responsibility visible wherever a customer encounters the brand.
Product
Clear intended-user boundaries, prominent warnings and product information designed for informed adult choice.
Content
No child-oriented creative themes, characters, celebrities or lifestyle imagery intended to attract young audiences.
Retail
Age-gated access, age-verification expectations and refusal of sales where adult status cannot be established.
Support
A clear channel for customers, parents and communities to report concerns so they can be reviewed and escalated.
Responsible communication
Adult-directed—not youth-oriented.
The purpose of this site is to provide factual product and support information to existing adults. Creative choices should reinforce that purpose.
✓ We commit to
Clear, factual and age-appropriate communication.
- Prominent 18+ and nicotine warnings
- Product information written for existing adult smokers and vapers
- Adult models and responsible lifestyle context
- Age controls and support routes that are easy to find
× We avoid
Creative choices likely to appeal to children.
- Cartoons, child-like characters or school-age themes
- Youth-oriented celebrities or models under 25
- Messaging that encourages non-smokers to begin vaping
- Claims that vaping is harmless, risk-free or suitable for everyone
Speak up
Report a youth-prevention concern.
If you see suspected underage access, proxy purchasing or youth-directed conduct linked to this store, tell us. The form prepares an email for the RELX UK support team.
Guardian Programme FAQ
Questions about youth prevention.
Who are RELX products intended for?
Only existing adult smokers and vapers aged 18 or over. They are not intended for minors, non-smokers or anyone who does not already use nicotine. Nicotine is addictive and vaping is not risk-free.
Does this website sell to anyone under 18?
No. The store applies an 18+ rule. Customers may be asked to verify their age, and a transaction should not proceed if adult status cannot be established.
Can an adult buy a vape for someone under 18?
No. Proxy purchasing of nicotine inhaling products for a person under 18 is prohibited. From 29 October 2026, UK rules apply the restriction across all vaping and nicotine products.
What does the Guardian Programme cover?
It is RELX’s youth-prevention framework, extending from product and packaging decisions to marketing, sales, retailer expectations and reporting. The aim is to prevent and discourage use by minors and people who do not smoke or vape.
What should I do if I suspect illegal underage sales?
Use the report tool above to notify RELX UK when the concern relates to this store. You can also report suspected illegal retail activity to local Trading Standards through the Citizens Advice consumer service.
Can I report youth-directed website or social content?
Yes. Include the page URL, account name, date and a factual description. Do not send photographs of a minor or unnecessary personal information.
