Each user of the product will have different patterns of use throughout the day and compared to other users of the product. This is an important factor to consider when setting the duration of the puff for testing. Considering this wide range of use patterns we carry out testing and report 2 different puff count figures that cover a representative range of puff durations based on product use.
1. A consumer experience puff count that more closely reflects a proportion of consumer usage behaviours
2. A puff count based on the ISO 20768* vapour puffing regime standard (3 seconds)

Consumer puffing behaviour insights show that a 3 second puff duration is an over-estimate of puffing duration for the majority of users of non-rechargeable and rechargeable closed system products. To support consumer navigation of the products available, therefore, the consumer experience puff count on our packs is based on a 1 second puff duration testing regime and considers other potentially relevant factors. We will continue to use the ISO 20768* vapour puffing regime standard for scientific studies and regulatory submissions.

As described above this puff count is based on laboratory testing and may vary depending on individual usage behaviours.

*International Organisation for Standardisation, 2018. Vapour products – Routine analytical vaping machine – Definitions and standard conditions. ISO 20768:2018.