E-cigarettes – What You Need to Know as a Retailer
This page is intended for retailers of nicotine products, founders of specialty stores, and those considering entering the industry. We do not showcase products or an online store; instead, we provide neutral and clear basic information about e-cigarettes and their sale in Finland.
What is an e-cigarette?
An e-cigarette is a device that vaporizes nicotine liquid for the user to inhale. Known synonyms include electronic cigarette, vape, and e-cig. While devices and usage patterns vary, they all share two common factors: they are smoke-free and subject to regulation.
Components of an e-cigarette
The structure of an e-cigarette consists of the following parts:
- Battery
- Liquid tank (or reservoir)
- Atomizer (or vaporizer)
- Mouthpiece
How does an e-cigarette work?
An e-cigarette works by using a battery to store power and heat an atomizer located within the liquid tank. The nicotine liquid in the tank is absorbed into the atomizer, which vaporizes the liquid as it heats up. The user then draws and inhales the vaporized nicotine liquid through the mouthpiece attached to the atomizer.
Usage Methods – MTL and DTL
E-cigarettes are used in two different ways.
| Method | Description | Best Suited For |
| MTL – Mouth to lung | Vapor is drawn first into the mouth, then into the lungs | Beginners, a lighter experience |
| DTL – Direct to lung | Vapor is drawn directly into the lungs | Experienced users, more abundant vapor |
The usage method determines which type of device and nicotine liquid is most suitable.
Device Types
E-cigarettes are categorized based on their usage method and structure:
- Pod system – compact, often automatic, low power.
- Vape pen – cylindrical, traditional structure, easy to maintain.
- Mod – powerful, adjustable, intended for more experienced users.
- Hybrid – combines features of both pods and mods.
Different device types support different PG/VG ratios and nicotine types.
Sales and Regulation
E-cigarettes fall under the Tobacco Act. Their sale requires:
- A valid retail license
- Monitoring of the 18-year age limit
- A self-monitoring plan
- A ban on distance sales (e.g., online sales)
- A flavor ban → only tobacco flavor is permitted in nicotine liquids.
Additionally, device components (such as tanks) must not refer to flavors or contain promotional elements.
How to choose the right product range?
We have extensive experience with various device types and their compatibility with different nicotine liquids. We help our customers build a sensible selection based on devices and usage patterns – responsibly and in compliance with regulations.
Do you need help building your product range?