The Tobacco Products Directive (TPD) is the regulation that governs and monitors the manufacture, sale and presentation (product design, packaging and so on) of all tobacco and tobacco-related products, including e-cigarettes. On the surface the TPD was drafted so that tobacco products could circulate more smoothly on the international market; in practice many of its provisions are designed to reduce the attractiveness of tobacco products and thereby achieve a higher standard of protection for human health. The EU Tobacco Products Directive TPD (2014/40/EC) entered into force in May 2014 and its two-year transition period has now ended. E-cigarette products exported to the EU market must comply with the requirements of the TPD, otherwise they will be banned from sale, confiscated or returned - which causes considerable loss to e-cigarette manufacturers.
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