ASA orders Relx and Louis Shaw to stop promoting e-cigarettes on Instagram

Market by The Drum

Jun.29.2022

The ASA concluded that it breached the Cap Code (Edition 12) 2.1, 2.3 and 22.12.

The UK’s Advertising Standards Authority (ASA) has directed Chinese e-cigarette brand Relx and Geordie Shore star Louis Shaw to stop promoting nicotine-containing e-cigarettes on Instagram.

In December 2021 an Instagram story on Shaw’s account showed a hand holding two boxes containing unlicensed e-cigarettes with the brand name RELX, with text stating: ‘@RELXUK’ and ‘GET YOUR OWN – RELAX WITH 15% OFF – LOUISXMAS15.’ This 15% discount code for the product was considered promotional by the ASA.

ASA orders Relx and Louis Shaw to stop promoting e-cigarettes on Instagram — *ASA directs Relx and Louis Shaw to not promote e-cigarettes on Instagram in future*

The ad also featured text saying, ‘This product contains nicotine, which is a highly addictive substance.’

The ASA concluded that it breached the Cap Code (Edition 12) 2.1, 2.3 and 22.12.

The post was investigated on two grounds:

The complainant challenged whether the ad did not make clear its commercial intent

The ASA challenged whether the ad breached the code by promoting unlicensed, nicotine-containing e-cigarettes and their components on Instagram

Also read:

RELX Vapes Seized by Regulator Possibly due to Incomplete Docs

#E-cigarette #E-cigarettes and Tobacco #RELX Technology

Belgium Plans to Ban All Vape Flavours Except Tobacco, Backed by Health Council

Belgian Health Minister Frank Vandenbroucke has announced plans to ban all e-cigarette flavours except tobacco, following new advice from the Superior Health Council (CSS). The move marks a major policy shift, as the Council now fully supports flavour restrictions to curb youth vaping.

Nov.19 by 2FIRSTS.ai

BAT Japan opens Glo flagship store in Tokyo's Ginza district, offering glo devices and tobacco sticks,

BAT Japan's flagship store in Tokyo's Ginza district opens, offering glo products, personalization services, and a VIP lounge.

Oct.20 by 2FIRSTS.ai

Australia TGA Warns Delivery Platforms: Don’t Promote or Supply Vapes Illegally

The Therapeutic Goods Administration (TGA) warned online delivery platforms not to breach Australian vape laws and said it worked with two major companies to remove non-compliant material. Under the Therapeutic Goods Act 1989, advertising vapes to the public is banned and sales are pharmacy-only; tobacconists and convenience stores cannot supply vapes. TGA will continue enforcement, with severe penalties for breaches.

Oct.30 by 2FIRSTS.ai

Singapore Charges 14 Over Vape Syndicate Under Organised Crime Act

Singapore police said 13 people were charged on Oct 30 under the Organised Crime Act over an alleged syndicate supplying vapes locally; a 14th suspect is expected to be charged on Oct 31. All 14 had earlier been charged for possessing, or conspiring to possess, vapes for sale and are remanded. Police said the group allegedly imported vapes from Malaysia. OCA carries up to S$100,000 fine or five years’ jail; vape import/sale offences also face stiff penalties.

Oct.31 by 2FIRSTS.ai

Russian Duma Committee Moves to Embed Local Vape Prohibitions

Fedot Tumusov, First Deputy Chair of the Duma Health Committee, called vapes the “most dangerous and least controlled” nicotine product and said restricting them should be a priority. While refining a government bill, the committee proposes granting regions the power to ban vape sales. Committee Chair Sergey Leonov said the illicit e-cig market exceeds 60%, with new licensing aimed at cleaning up the sector.

Oct.30 by 2FIRSTS.ai

RLX Technology Inc. (NYSE: RLX) Q3 2025 Financial Results: Net Revenue US$158.6 Million; International Business Accounts for 72%

RLX Technology Inc. (NYSE: RLX) announced its unaudited financial results for the third quarter of 2025. The company reported net revenue of RMB 1.13 billion, up 49.3% year-on-year, and adjusted net profit of RMB 295.4 million, up 1.4% quarter-on-quarter. International business contributed 72% of total revenue, reflecting robust financial performance and continued shareholder returns.

Nov.14