When the Tobacco Products Directive (TPD) was introduced in 2016, many vapers worried it would limit their choices and increase costs. One of the strictest rules was the ban on selling nicotine-containing e liquids in bottles larger than 10ml. For regular vapers, this meant buying dozens of small bottles instead of the larger sizes they were used to, which was inconvenient and more expensive. But the vaping industry quickly adapted, and out of the regulation came a clever solution: the shortfill.
Today, 100ml shortfills are one of the most popular ways to buy vape juice in the UK. They became the loophole vapers love, combining legality with value, flexibility, and flavour variety. Here is why shortfills became such an essential part of modern vaping.
The TPD and its impact
The Tobacco Products Directive was designed to standardise vaping across Europe and the UK. Among its rules were maximum nicotine strengths of 20mg, safety warnings on labels, and mandatory childproof packaging. But the rule that affected vapers most was the restriction that nicotine-containing e liquid could only be sold in bottles up to 10ml.
This created an obvious problem. Heavy vapers who were used to 50ml or 100ml bottles suddenly had to carry multiple small bottles, costing them more money and producing more waste. The industry needed a workaround that complied with the TPD but still gave vapers what they wanted.
The shortfill solution
The answer was simple but effective. Manufacturers began selling large bottles of nicotine-free e liquid, deliberately filled short of the top to leave room for nicotine shots. Because these bottles were sold without nicotine, they were not restricted by the TPD’s 10ml rule.
A 100ml shortfill usually comes in a 120ml bottle. This leaves space for two 10ml nicotine shots. Once the shots are added and shaken, the juice has the nicotine strength the vaper wants, but it remains compliant with the law because the original bottle contained no nicotine at the point of sale.
This clever system allowed vapers to continue buying large bottles without breaking any rules, turning shortfills into one of the most popular formats almost overnight.
Why vapers love the loophole
The shortfill system solved multiple problems at once.
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Value for money: 100ml bottles are far cheaper per ml than buying multiple 10ml bottles. At around £10 with free nic shots included, a shortfill works out at just 10p per ml, compared to £3 for a single 10ml bottle.
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Convenience: Carrying one large bottle is easier than carrying ten smaller ones. Refilling is quicker, cleaner, and less hassle.
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Flexibility: With shortfills, vapers can choose whether or not to add nicotine. They can vape nicotine-free, add one shot for 1.5mg, or add two shots for 3mg. This level of control is not possible with pre-mixed 10ml bottles.
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Flavour variety: Because they are designed for sub ohm vaping, shortfills are available in a wide range of bold, flavourful options. Fruity blends, desserts, candy-inspired flavours, and soda-style juices are all popular in 100ml bottles.
If you want to explore the full variety available, take a look at our 100ml vape juice collection which showcases flavours to suit every style.
Why 100ml is the sweet spot
Although shortfills are available in 50ml and 200ml sizes, 100ml bottles have become the most popular. They strike the right balance between value and convenience. A 100ml bottle provides thousands of puffs, usually enough to last two to four weeks for the average vaper, without being so large that it is difficult to carry or store.
100ml bottles are also perfect for mixing with nic shots. A 120ml capacity leaves just the right amount of room for two shots, making it easy to reach the standard 3mg strength most sub ohm vapers prefer.
The role of nic shots
Nicotine shots are what make the shortfill system work. These 10ml bottles of flavourless nicotine can be added to a shortfill to customise strength. They are sold separately but often included free with shortfills to make the process easier for customers.
The flexibility nic shots provide is one of the reasons vapers prefer shortfills over pre-mixed bottles. You can reduce nicotine gradually, stay consistent at 3mg, or cut it out altogether. For a detailed explanation of how to add nicotine to your shortfills correctly, check our 100ml shortfill guide which gives step-by-step instructions.
More than just a loophole
Although shortfills began as a workaround to the TPD, they are now a permanent and central part of the vaping industry. They are no longer seen as a temporary fix but as the standard format for value, flexibility, and flavour choice. Vapers appreciate them not just for their legality but because they make sense in everyday use.
Final thoughts
100ml shortfills became the TPD loophole vapers love because they solved the problems created by the 10ml nicotine rule. By selling nicotine-free bottles and allowing vapers to add shots themselves, shortfills provided better value, more convenience, and more flexibility than smaller bottles.
What started as a response to regulation has grown into the most popular way to buy vape juice in the UK. For anyone who wants affordable, flexible, and flavour-packed e liquid, 100ml shortfills remain the best choice.
Confirm how the law treats big bottles today in Are 100ml Vape Juices Legal in the UK?. Then turn that history into smart purchases with What to Check Before Buying 100ml Shortfill E-Liquids.