AI Policy & Ethical Use Statement

1. Scope

This policy applies to AI-supported features on the Vape Superstore website and in our customer communications. It covers how we use AI, what we do (and do not) use it for, and how we keep AI-assisted content aligned with our standards.

2. Our principles

When we use AI, we follow these principles:

• Transparency: We clearly explain where AI is used, especially when it influences how information is presented.
• Accuracy: AI outputs must meet our quality standards and be reviewed where appropriate.
• Human oversight: AI supports our team; it does not replace accountability for what we publish.
• Privacy-first: We handle personal data in line with our Privacy Policy and apply data minimisation.
• Fairness: We monitor for bias and avoid using AI in ways that could disadvantage people or groups.
• Safety: We do not use AI to promote unsafe use, underage access, or prohibited purchasing behaviour.

3. Where We Use AI and Automated Systems

We use artificial intelligence and machine learning technologies across certain areas of our platform to improve customer experience, operational efficiency and regulatory compliance.

• Summarising product review feedback to help customers quickly understand common themes (such as flavour, device performance, ease of use, or value).
• Search and product discovery, including personalised ranking of results.
• Product recommendations during browsing or checkout.
• Voice-enabled search functionality.
• Automated age and identity verification processes.
• Customer service workflow support and response drafting tools.
• Internal research and drafting assistance for editorial content (subject to human review).

AI is used as a support tool. Where AI contributes to customer-facing information, we apply controls to reduce errors and ensure clarity.

4. AI-generated product review summaries

On some product pages, we may display an AI-generated summary of product reviews. These summaries are designed to highlight common themes across multiple customer reviews (for example, flavour notes, sweetness, throat hit, coil life, battery performance, ease of use, or value for money).

Important: Product review summaries are an interpretation of aggregated customer feedback for that specific product. They may not reflect every individual experience and should be read alongside the full set of reviews.

How we keep product review summaries responsible

• Review-only source: Summaries are based only on the product review text available to us for that product.
• No invented claims: We do not allow summaries to add facts that are not supported by the underlying reviews.
• No medical claims: Summaries must not present vaping as a medical treatment or make health claims.
• Ongoing monitoring: We periodically check summaries for accuracy, tone, and relevance.
• Full context: We keep access to the full set of product reviews so customers can read the original feedback.

If you believe a product review summary is misleading or inaccurate, please contact us and we’ll investigate.

5. Human oversight & accountability

We are responsible for what appears on our site. Where AI is used to generate, transform or prioritise customer-facing content, we apply oversight proportionate to risk and impact. This may include human review, sampling checks, automated safeguards, and content rules that restrict certain outputs.

We do not use AI to make fully autonomous decisions that materially affect customers without appropriate human oversight.

Where AI or automated systems are involved in areas such as search, recommendations, customer service assistance, or age verification, we apply safeguards to ensure:

• Compliance with UK regulatory requirements.
• Alignment with our Privacy Policy and consent framework.
• Prevention of prohibited or unsafe outputs.
• Clear accountability within our internal teams.

AI supports our team, it does not replace editorial, compliance, or operational responsibility. Final accountability remains with Vape Superstore’s leadership.

6. Accuracy, corrections & complaints

AI can be wrong. If you spot something that doesn’t look right, tell us and we’ll take it seriously. We may update or remove AI-assisted content if it is inaccurate, unclear, or not meeting our standards.

Where appropriate, we’ll also review the process that produced the content to reduce recurrence.

7. Privacy & data protection

We aim to minimise personal data used in AI-supported processes. Where personal data is involved, we handle it in line with our Privacy Policy.

For more information, please read our Privacy Policy and Cookie Policy.

8. Fairness & bias

AI systems can reflect bias present in training data or in the information they process. We take steps to reduce unfair outcomes by monitoring outputs, applying rules and constraints, and avoiding uses of AI that could create discriminatory effects.

9. Safety, age restrictions & prohibited outputs

Vape Superstore is for adult customers only. We do not use AI to encourage underage use, to bypass age checks, or to promote unsafe behaviour.

AI-supported content must not:

• Provide guidance intended to circumvent age verification or purchasing restrictions.
• Make medical claims or present vaping as a medical treatment.
• Promote irresponsible usage or unsafe handling of products.

Please refer to our Age Verification Policy and Medical Disclaimer.

10. Third parties

Some AI-supported features may rely on third-party tools or services. Where we use third parties, we expect them to follow appropriate security and privacy standards, and we assess risks as part of our vendor management.

11. Changes to this policy

We may update this policy from time to time to reflect changes to our website features, suppliers, or best practice. The “Last updated” date at the bottom of this page will show when changes were made.

12. Contact

If you have questions about how we use AI, or you want to report a concern, please contact us:

• Email: support@vapesuperstore.co.uk
• Customer support: Contact Us
• Help Centre: Visit Help Centre