Despite the progress, there are still big gaps. Let's be honest: the vape industry has a fake product problem. Counterfeit devices and e-liquids are everywhere, and they're getting harder to spot. Some fakes mimic popular brands almost perfectly, right down to the packaging.

Another issue is puff count inflation. Many products claim thousands of puffs, but real-world usage often falls short. That's not necessarily a lie—it's just that puff counts depend on draw length, voltage, and how you vape. But the gap between marketing and reality can be huge.

And then there's the regulatory side. The rules are constantly changing. What's legal in one country might be banned in another, and advertising restrictions are getting tighter. You need to stay on top of these because one misstep can cost you your business.