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

Glas, the FDA, and the Future of Flavored ENDS

China Tobacco Regulation Shift：Policy Updates and Market Impact

Product | GEEKBAR MATE 60K Launches in U.S. Channels With 15ml E-Liquid and Up to 60,000 Puffs

E-cigarette brand GEEKBAR has recently launched its new product, the GEEKBAR MATE 60K, on its official website. The product adopts a pod-based system, consisting of a reusable 900mAh device and a pod prefilled with 15ml of e-liquid and equipped with a built-in 200mAh battery, bringing the total battery capacity to 1100mAh. It supports both Regular and Pulse modes.

Mar.30 by 2FIRSTS.ai

Finnish Customs Investigate Firm Suspected of Importing and Selling Nicotine Pouches Without Paying Tobacco Tax

Finnish Customs are investigating a firm suspected of importing and selling nicotine pouches without paying tobacco tax. Two Finnish citizens have been questioned as part of the probe. The authority believes the nicotine pouches were imported into Finland from other EU countries before being distributed to Finnish retailers.

Mar.11 by 2FIRSTS.ai

Fiscal benefit, not health, strongest indicator for vape bans – Contributed by Samrat Chowdhery

Data shows 75% of nations with state stakes in tobacco trade ban modern substitutes compared to 10% in the free-market group. What is driving these divergent regulations?

Feb.04

2Firsts Holds Second PMTA Compliance Training in Shenzhen, Highlighting U.S. Regulatory Framework and Corporate Compliance Capabilities

2Firsts held its second U.S. PMTA compliance training in Shenzhen, providing a systematic overview of the U.S. regulatory framework for e-cigarettes and corporate compliance strategies. Nearly 20 industry professionals from manufacturing, e-liquid and supply-chain companies attended. Participants who passed the exam received compliance certification. Registration for the third training session will open soon, alongside customized corporate training programs.

Mar.09

Patent Reveals China Tobacco Hubei Industrial Testing Animal Model for Heated Tobacco Safety Evaluation

China Tobacco Hubei Industrial Co., Ltd. has published a patent describing a laboratory method to evaluate the reproductive and developmental safety of heated tobacco products using non-human animal exposure models. The approach introduces a structured toxicological testing framework that could support safety verification, quality control, and regulatory evidence generation for heated tobacco products.

Mar.09

Kumulus Vape launches Labster production unit for e-liquids and DIY concentrates

Kumulus Vape has launched Labster, a 700 sq m production unit in the Lyon Metropolis near the group’s headquarters, for e-liquids and DIY concentrates. The site is equipped with automated lines supplied by CDA (Constructions d’Automatismes) to carry out bottling and labeling. Its theoretical capacity is described as several million bottles per year in 10–100 ml formats, and it is already operational.

Feb.06 by 2FIRSTS.ai