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The following commentary was contributed by Lou Ritter, president of the American E-Liquid Manufacturing and Standards Association (AEMSA).

The electronic cigarette industry has come a long way in a very brief time. AEMSA was created to encourage, set an example, inspire, learn, educate and advocate. Prior to AEMSA, there were a few e-liquid manufacturers trying to be professional and diligent. Many others, however, were less focused on professional oriented good product stewardship.

Manufacturing consumables has a long history of regulation. Guidelines designed to focus on consumable products require ingredient-specific details, evidence-based science and much, much more. Almost every major new product to date has been introduced and brought to market by big industry. Electronic cigarettes had a much more grass-roots origin. Big companies were not at the forefront (they came later as the opportunity for growth became more clear). Smokers proved they not only wanted this harm reduction alternative, they incentivised the industry themselves.

As an unregulated product, anyone could mix and sell e-liquids directly to consumers, consumers had little to no information about the products they were buying, and label and content accuracy was not enforced in the slightest (as we have learned, there is MUCH more to e-liquid than just mixing the four primary ingredients). These realities were some of the primary motivators for the formation of AEMSA. We wanted to bring together e–liquid manufacturers who were looking to raise their own manufacturing practices, include ongoing professional and accredited laboratory testing, verifications, clean and professional dedicated mixing environments, traceability and more – all focused on good product stewardship for consumer protections and responsible manufacturing.

As far as we can tell, all electronic cigarette product innovations, improvements, independent research, and even self-regulation have been completely consumer driven. What other industry shows such proof positive dedication, commitment to enhancement and professional responsibility – especially towards harm reduction?

AEMSA did something unique. We formed and immediately began to research good manufacturing practices relating to consumable products. We also immediately sought out Subject Matter Experts (SMEs) and a professional accredited nicotine lab. This allowed us to learn more about the chemistry of the ingredients, what makes a high quality (cleanest) nicotine, necessary quality controls, and much more. As we refined our Standards, we did something else unprecedented, we posted these Standards on our website for the world to see. We made our information freely available to consumers, manufacturers, distributors, and regulators alike.

The prevalence of mis- and dis-information in mainstream media, regulators at the municipal and state levels admitting right on the record “we do not know” (yet pushing forward with regulation efforts in spite of their self admitted ignorance), and the proven unsuccessful and inhumane attachments to the “quit or die” axiom were all additional indicators the world needed to learn the facts and truth about these most viable and urgently needed products offering verifiable Tobacco Harm Reduction.

AEMSA now has 24 active professional e-liquid manufacturing members, 3 highly-qualified and credentialed SMEs and 4 Consumer Advocates (CAs). Our SMEs are all highly credentialed, experienced and qualified. Dr. Farsalinos is one of the most well respected (industry global) medical researchers of electronic cigarettes and e-liquids. Enthalpy Analytical is an accredited laboratory with 20 years experience specializing in nicotine and is also a member of both CORESTA and Tobacco Information Service. Kurt Kistler, Ph.D. has over 30 years professorial experience in organic chemistry and has been a consumer and active safety advocate of these products for many years. All of our SMEs, CAs and Officers serve as unpaid volunteers. Our Standards remain the only publicly available e-liquid manufacturing standards in the world. These standards have been presented to the FDA, provided to the Office of Management and Budget (a division of the White House), presented before industry leading conferences and more. We see more and more e-liquid manufacturers coming to join AEMSA and embracing these Standards in their manufacturing operations.

While we do not actively market AEMSA, we believe our efforts are having positive impacts. We see some other professional manufacturers improving their own manufacturing operations with these practices clearly in mind. Some are making efforts to be transparent about their manufacturing practices. We respect these efforts and applaud any and all businesses doing likewise. Self-regulation is certainly laudable. However, verifications (through on-site scheduled and unscheduled inspections, random product testing, etc.) of evidentiary documentation, calibrated measuring equipment (with calibrations maintained), specific ingredients limitations, random product analysis, product traceability, etc. are necessary to help ensure all are consistently maintained. To date, AEMSA members have the only verified compliance in the world. Interestingly enough, we have already seen one instance where another organization attempted to plagiarize AEMSA Standards, copying them verbatim (even including a typographical error).

Along the way, we have learned these steps and standards are necessary. SME involvement is invaluable and absolutely paramount to this process. Ongoing research is also necessary to refine standards, continue to enhance consumer protections, and advocate effectively with proven and verifiable data. While we see some e-liquid manufactures making efforts in these directions, some is not enough. We believe these products should only be manufactured and bottled in verified and dedicated laboratory environments with careful attention to detail. We advocate for Reasonable, Realistic and Sustainable regulations that focus on consumer protections based on scientific facts – not assumptions.

Electronic cigarettes are offering the very first successful alternative to combusted and smoked tobacco. There are already countless powerful stories of profound quality of life changes for consumers; hundreds of thousands (if not literally millions) are now former smokers thanks to electronic cigarettes. Our society has failed to provide effective means to Tobacco Harm Reduction and electronic cigarettes are the first and only real light in what has thus far been a dark and deadly tunnel.

Big ciga-like manufacturers have less, if any, focus on refillable e-liquids. There are no “deep pockets” to fund studies so we must find ways to continue to fund ongoing research, innovations, etc. from within this mom & pop industry. If we want to maintain product availability, it will be up to us to educate the world, regulators, naysayers and even our direct opposition. These products are proven harm reduction alternatives that are changing lives all around the world. While snus is the only other product to fit that description, only electronic cigarettes also address the proven other habit factors (hand to mouth, inhalation/exhalation, etc.) having a statistical pattern of contributing to combustable smoking relapse.

AEMSA is setting the example and paving the way. The ball is in our court and it is up to us – the manufacturers, vendors, and consumers – to educate the world and prove these products not only deserve to be on the market but that removing them would only guarantee the harm of tobacco will continue unabated.

Lou Ritter is the president of the American E-Liquid Manufacturing Standards Association (AEMSA), has no financial involvement in the industry and serves as an unpaid volunteer. AEMSA maintains rigorous standards for e-liquid manufacturing processes and ingredients for its member companies. They are committed to providing consumers with confidence in e-liquid products through industry self-regulation and quality control.