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

Plonq Makes Vaping Great Again: How Innovation Helps the Company Strengthen Its Leadership

Moscow, August 30–31, 2025 — Plonq, key partner of VCS, launched the smart POD Meta Smart and STELS chewing tobacco, reinforcing its 30%+ market share and leadership in Russia’s new nicotine sector.

Sep.16

2Firsts On-Site at InterTabac: Pouch Companies Predict Shake-Out Among ‘Fly by Nights’

At the 2025 InterTabac, nicotine pouch exhibitors rose to 110, reflecting rapid market growth. Industry players told 2Firsts that tightening regulations and rising competition will eliminate short-lived brands. Long-term success will depend on quality control, in-house production, and strong supply chains. Measures like flavor bans, nicotine caps, and plain packaging are expected to accelerate consolidation.

Sep.22

Thai Police Raid Three Vape Warehouses in Chiang Mai, Seize 36,555 Items Worth US$200,000

Thai police raided three vape storage sites in Chiang Mai, arresting two women and seizing 36,555 vape items worth over ฿6.6 million（US$200,000）. Authorities estimate annual turnover at about ฿30 million（US$920,000） and are pursuing financial backers.

Oct.28 by 2FIRSTS.ai

InterTabac 2025 Insights｜RELX Unveils “Vaporless” Showcase Cabinet Featuring Nicotine Airpouch and Prototype Vaporless Device

At InterTabac 2025, RELX’s oral-nicotine showcase featured leaf-shaped Nicotine Airpouch products under the WAKA, RELX, and DOSH brands, alongside a prototype “vaporless oral product.” The device produces no visible aerosol upon exhalation during light puffs and is currently for exhibition only, with no confirmed launch timeline. RELX also displayed a nose-inhaled e-cigarette that differs from conventional mouth-inhaled vaping by requiring nasal inhalation.

Sep.20 by 2FIRSTS.ai

BAT Launches glo Hilo in Italy, Plans to Add 16 Local Production Lines to Support Mass Manufacturing and Export

BAT Italy has launched the new heated tobacco device glo Hilo in Milan, with sticks 100% made in Italy. The company plans to add 16 new production lines at its Trieste hub to support manufacturing and exports, as part of a €500 million investment in Italy’s next-generation tobacco sector.

Oct.24 by 2FIRSTS.ai

Philippines police seize $200k worth of illegal e-cigarette products, arrest 2 suspects

Philippine police in Cavite seize $200,000 worth of illegal e-cigarette products, arresting two suspects. Crackdown on smuggling intensifies.

Oct.13 by 2FIRSTS.ai