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

Azerbaijan’s Milli Majlis passes final reading bill banning e-cigarettes and their components

Azerbaijan’s Milli Majlis adopted in final reading a bill banning the import, export, production, storage, wholesale and retail sale, and use of electronic cigarettes and their components, through amendments to the law On Tobacco and Tobacco Products. The document states that nicotine-containing electronic cigarettes are included within the concept of tobacco products and sets out a definition of electronic cigarettes.

Dec.31 by 2FIRSTS.ai

Congress Calls on FDA to Allocate at Least $200 Million for ENDS Enforcement, Multi-Agency Task Force to Target Illegal e-Cigarette Imports. IKE Tech and Ispire Utilize Blockchain and Age Verification Technology to Support Regulation, Submit Chips as Part

Congress demands FDA allocate at least $200 million for ENDS enforcement; multi-agency task force to combat illegal e-cigarette imports.

Nov.18 by 2FIRSTS.ai

Tobacco-Free Kids Condemns PMI for Marketing Zyn to Youth via F1 Sponsorship

Yolonda C. Richardson, President and CEO of the Campaign for Tobacco-Free Kids, issued a statement on December 10, 2025, condemning Philip Morris International (PMI) for partnering with Ferrari to promote Zyn nicotine pouches on Formula 1 cars. She said PMI’s claim that the sponsorship targets adults is misleading, as F1’s audience has become increasingly young—with over 4 million children aged 8–12 now following the sport.

Dec.12 by 2FIRSTS.ai

German Environment Minister Backs Ban on Disposable E-Cigarettes, Citing Safety Risks

Germany’s Environment Minister Carsten Schneider has expressed clear support for banning disposable e-cigarettes, citing safety hazards, environmental damage, and waste management risks. While the ban has not yet been finalized, Germany’s parliament has instructed the government to examine the proposal. Several European countries, including Belgium, France, and the UK, have already implemented similar bans.

Dec.30 by 2FIRSTS.ai

Philippine FDA Requires Licenses for Vape Products with Medical Claims

The Philippine Food and Drug Administration has announced that establishments selling vaporized nicotine and non-nicotine products and novel tobacco products with medicinal or therapeutic claims must secure Licenses to Operate. Such products are also required to be registered as pharmaceutical products through the Center for Drug Regulation and Research. The FDA urged stakeholders to comply with the new requirements to ensure product safety, efficacy and quality.

Dec.22 by 2FIRSTS.ai

Poll Shows Britons Favor Regulation Over Bans on Nicotine Pouches

A new poll commissioned by We Vape UK reveals that most Britons favor regulation — not prohibition — of nicotine pouches. The survey shows broad public support for harm-reduction policies and frustration with weak government regulation, contrasting sharply with Ireland’s recent decision to ban disposable vapes and impose strict limits on nicotine products.

Nov.25 by 2FIRSTS.ai