Joe Delaney - Reviews and Guides at Pure E-Liquids
About the Author
Joe Delaney writes the reviews and guides on Pure E-Liquids and looks after the content across the site. He has spent over a decade around the UK vaping trade, and the short version of his job is this: use the e-liquids and kit we stock properly, then write about them like you'd want a mate in the trade to - what's good, what isn't, and what to buy instead if it isn't.
He came to it sideways, through a background in education and the arts, which mostly shows up as a habit of explaining things properly rather than listing features.
Readers here tend to know their way around a vape already. What they want is the detail: whether a salt actually carries its flavour at 20mg, whether a pod wicks thick juice, whether the cheaper bottle is a false economy.
Vaping products are for adult smokers and existing vapers only. Vaping is not risk-free. Not suitable for non-smokers or anyone under 18.
How the Reviews Here Get Written
Every e-liquid or device that gets a verdict on this blog has been used first. Juice gets tasted over multiple sessions and in more than one device, because a flavour that sings in one coil can fall flat in another.
Hardware gets lived with for long enough to find out how it wicks, how the battery holds up and where it starts to slip. What the customer-service team hears back from buyers feeds in too. What never happens is a review assembled from a spec sheet or someone else's write-up.
The same discipline applies to facts. Anything touching health, safety or the law is checked against a named UK authority and linked in the article - the NHS, the MHRA, the Office for Health Improvement and Disparities, Cancer Research UK, ASH, the UK Health Security Agency, plus the CAP Code and ASA guidance.
Vaping only gets described as less harmful than smoking where one of those authorities says so, and it never gets called safe. These articles are general information, not medical advice.
What Joe Covers Most
The heart of it is e-liquid: nic salts, shortfills and freebase, what the strengths and VG/PG ratios actually mean, and honest flavour roundups. Around that sit hands-on device reviews of the kit we stock, practical pieces on coils, priming and the small habits that prevent burnt hits, and guides for people stepping off disposables onto a refillable that costs less and wastes less.
If a question keeps arriving at customer services, it usually ends up as an article.
Questions About an Article?
You can reach Joe and the team through Pure E-Liquids customer services.
Vaping products are for adult smokers and existing vapers only. Vaping is not risk-free. Not suitable for non-smokers or anyone under 18.