Waste

E-cigarettes: campaign launched to promote the disposal and recycling of e-cigarettes

This refers to WEEE (Waste Electrical and Electronic Equipment), which requires specific collection and treatment procedures to enable the recovery of materials and their subsequent recycling

by Rome Editorial Staff

4 August 2026

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3' min read

Translated by AI

Versione italiana

3' min read

Translated by AI

Versione italiana

Logista, Europe’s leading distributor of products and services for retail outlets, is launching ‘Getta Giusto’, a new awareness campaign dedicated to the correct disposal of e-cigarettes – whether refillable or disposable – and used tobacco heating devices.

This is WEEE

In Italia, the use of these electronic devices is on the rise and, at the same time, there is growing attention being paid to their proper disposal once they reach the end of their life cycle. According to the Ipsos Doxa survey ‘Smoking and non-smoking products: a study on the phenomenon of illegality’, based on 2025 data, there remains, however, a significant proportion of consumers who do not dispose of these devices through the designated channels. These are, in fact, WEEE (Waste Electrical and Electronic Equipment), which requires specific collection and treatment methods to enable the recovery of materials and their subsequent recycling. In this context, it is essential to provide the public with simple, accessible and widespread disposal facilities.

Throw it properly

The new communication campaign was developed on the basis of an in-depth analysis of the context and consumer behaviour. The concept translates into an immediate and easily memorable message: “Dispose Correctly”, a simple and direct call to action that encourages people to take a responsible approach to disposing of end-of-life devices. The key visual highlights the themes of sustainability and the circular economy and has been designed to make the initiative even more recognisable and relatable to the public.

Around 90 tonnes of used e-cigarettes have been collected so far

The T COLLECT project, promoted by Logista as part of the Programme Agreement signed with the Ministry of the Environment and Energy Security, the Italian Federation of Tobacconists and the WEEE Coordination Centre, enters a new phase today with the “Getta Giusto” campaign. The revamped brand identity, which enhances its recognisability and makes its purpose even clearer, encourages the collection of used e-cigarettes through the extensive network of participating tobacconists. Since the project was launched nationwide in 2024, around 90 tonnes of used e-cigarettes have been collected to date, with over 13,000 kilograms of plastic recovered for recycling. This initiative has prevented the emission of around 39,000 tonnes of CO₂.

Thanks to the ‘one-for-zero’ scheme, consumers can return their used e-cigarettes free of charge to their local tobacconist, with no obligation to purchase new products. It is a simple, convenient and accessible scheme that significantly expands collection opportunities across the region and helps to make proper disposal part of everyday life.

The name T COLLECT clearly conveys the project’s mission and the central role played by tobacconists as local collection points for end-of-life devices. The evolution of the initiative is accompanied by a major rebranding plan that has covered all the key elements of the programme, starting with the new collection box, which has been completely redesigned to improve its visibility, recognisability and ease of use. This revamp is the result of experience gained in the field and feedback gathered over recent years from both consumers and the retail network, which will continue to be involved through specific training, information and engagement activities.

The campaign

A comprehensive communications plan has been drawn up to support the launch, which will run until the end of the year. The first phase will include a press campaign in daily newspapers, general-interest magazines and trade publications, as well as digital activities on social media channels, online advertising campaigns and initiatives aimed at improving the project’s visibility and the discoverability of participating retail outlets on search engines and generative AI platforms. From autumn onwards, new initiatives tailored to different target audiences will also be developed, with the aim of encouraging increasingly informed behaviour.

Stores

The shops taking part in the initiative – over 30,000 across the country – can be easily found using the interactive map available at logista.it/t-collect and via the ‘Logista per te’ app, where you can also find further useful information, including opening days and times.

Federico Rella, Vice-President and Head of Corporate Affairs at Logista Italia, comments: “With Getta Giusto, we want to make it even simpler and more straightforward for people to act responsibly when disposing of end-of-life electronic devices. Sustainability creates value when it translates into concrete and accessible actions. Thanks to T-COLLECT, we are providing the public with a widespread and free solution that serves as a concrete example of collaboration between institutions and the supply chain, capable of transforming a small everyday gesture into a tangible contribution to the circular economy and environmental protection.”