Warning: This product contains Nicotine.
Nicotine is an addictive chemical.
For Existing adult smokers & vapers only.

We Start at the very begining

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.”

Our bottom line

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.

Verify users' age via technology.

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.

Leading brand and role model

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.

What's is Guardian Program

Youth Prevention & The Guardian Program

RELX is committed to providing tomorrow’s vaping solutions. We are developing and pioneering both technology and programs focused on empowering adult smokers through technology and design, ethically. We take this responsibility very seriously — since our inception, it has been our commitment to prevent and discourage the use of e-cigarettes by minors and people who are not smokers or vapers through the ‘Guardian Program’. This Program is a company-wide initiative that stretches from product development to sales, through concerted efforts with retailers to step up on-site identification and facial-recognition vending machines.


Guardian program initiatives

  • RELX products are not for people who do not smoke or vape or anyone underage and will be controlled tightly to avoid misuse.
  • We support effective legislation and regulation to prevent the purchase and use of our products by minors.
  • Our packaging includes a prominent nicotine label which reads “This product contains nicotine. Nicotine is an addictive chemical.”
  • We market our products responsibly, following strict guidelines to have material directed toward adult smokers and not to youth audiences.
  • We do not use cartoons, youth-oriented celebrities, or models who are under the age of 25 in our marketing material. We also do not feature in our promotional material any lifestyle activities that would appeal to the youth in particular.
  • Our marketing material contain three elements: (1) a Health Warning, printed voluntarily in many countries where such warnings are not required by law; (2) our Guardian Program logo; and (3) a line indicating that our products are for existing adult smokers and vapers only.
  • RELX’s official websites are age-gated to make sure minors are not able to access and purchase RELX products online.
  • We are harnessing advanced technology to complement the Guardian Program.
  • Our new RELX i device comes with its own mobile app that requires users to complete an age verification process before they can start to use the device. Every RELX i device is locked when it is purchased and will only be activated when verification is complete. When connected, the user can also cut off power to the device by a simple tap on the app to prevent unauthorized use.
  • In China, we have developed vending machines with facial recognition technology capable of identifying the age of customers.
  • We do our utmost to promote the Guardian Program among our stakeholders and business partners in order to maximise its positive influence.
  • We educate our commercial partners to implement the Guardian Program.
  • We have reseller terms that include monitoring and penalties for noncompliance with underage restrictions.