Sam Carter

Sam Carter has written about the UK vaping industry for over eleven years, starting out as a reviewer for independent vaping forums before moving into trade and retail content. She has tracked every major regulatory shift the market has been through: the original TPD implementation in 2017, the advertising restrictions, the MHRA notification requirements, and most recently the single-use disposable ban that came into force in June 2025.

At VapeCity, Sam writes product guides, brand explainers, and regulatory content aimed at helping vapers understand both what is on the shelf and why. Her background is in consumer journalism rather than marketing, which means she tends to explain what products do not do as well as what they do. She has tested hardware from most of the major pod kit brands and has a particular interest in how nicotine delivery changed when the market moved away from sub-ohm devices toward tighter mouth-to-lung formats.

Outside the vaping industry, Sam has written consumer health and product content for several UK trade publications. She holds a degree in Journalism from the University of Sheffield.