From the very beginning, RELX has prioritized protecting minors and subsequently launched the Guardian Program. Through various measures, this program is designed to prevent minors from buying and using e-cigarettes. “RELX opposes minors using e-cigarettes and anyone using them in the presence of minors,” said Kate Wang (汪莹), the founder and CEO of RELX. “To that end, we created the Guardian Program to deliver this promise to the best of our ability.”
Since the first generation of RELX products entered the market, the company has printed bold reminders on packaging and product manuals such as, “Not for Minors” and “Keep Clear of Children”. On RELX’s online e-commerce platform and offline RELX Store, there are visible signs and all sales channels are strictly prohibited from selling products to minors. It is forbidden to sell e-cigarettes to minors, and this is the bottom line in all business operations.
RELX is also developing technologies to protect minors. In August, it released a vending machine with facial recognition capable of identifying the age of customers and making it the very first brand in the vaping industry to verify users’ age via technology.
The vending machine is a vital and innovative channel in offline stores. Several e-cigarette firms have extended their business through such machines, yet RELX is the only one to take rigorous measures to protect minors. Users who buy e-cigarettes through a RELX vending machine need to go through the identity verification via face scanning. The machine will examine whether they are of age with the help of third-party platforms like Ali Pay. If the user is recognized as a minor, the transaction will end.
Additionally, RELX also actively encourages our adult consumers to not use our products in front of minors or expose them to the device. To achieve this goal, RELX i was created with a child lock function. This allows users to lock the device via the RELX ME app and cut the power when it is idle in case any minors may encounter it.
According to the data of Euromonitor Consulting, a leading firm specializing in market analysis, RELX holds 44% of the shares in the Chinese e-cigarette market, exceeding those secured by the second to the tenth combined. As a front-runner of e-cigarette products in China, RELX is a role model for the whole industry to protect minors. It is very encouraging to see that an increasing number of e-cigarette companies are supporting and actively ensuring that e-cigarettes be kept away from minors.