MHRA ... "But our reseach has shown that existing electronic cigarettes are not good enough."
Picture quote: "Are not good enough" ≠ substandard or of poor quality, it is an opinion based on criteria set by the MRHA to measure standards for certification.
Actual speech: "The products currently out there are of poor quality" = stating all manufactured vaping products are of...poor quality.
If I said that I believe that based upon my research nickel cadmium batteries do not reach the standards I would like (i.e. They are not good enough) then this is nothing more than a value judgement. If I said that all nickel cadmium batteries are of poor quality then this statement directly attacks all manufacturers and their goods. The first is not actionable, the second is.