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

China Tobacco Regulation Shift：Policy Updates and Market Impact

Philip Morris Japan Launches New TEREA “Stellar Pearl,” Featuring Mint and Yellow Citrus Notes

Philip Morris Japan announced the launch of a new TEREA heated tobacco stick for the IQOS ILUMA series, “TEREA Stellar Pearl,” featuring a crushable capsule mint profile. The product will go on sale in Japan through offline retail channels from Jan. 19 and will be rolled out on the company’s official e-commerce store from Jan. 29, priced at 580 yen (about $3.6) per pack.

Jan.14 by 2FIRSTS.ai

2Firsts Breaking | FDA to Hold PMTA Roundtable for Small ENDS Manufacturers, Spotlighting Small Business Applications

The FDA’s Center for Tobacco Products (CTP) will hold a PMTA roundtable on February 10, 2026, for small electronic nicotine delivery systems (ENDS) manufacturers, seeking input on PMTA submission experiences and recommendations for streamlining and improving the review process.

Dec.24

Product | 5ml/2ml Dual Versions, Up to 45W Output: VAPORESSO Launches LUXE X3 on Official Website

VAPORESSO has listed the LUXE X3, a new addition to its LUXE X series, on its official website. The device features a 2,600mAh built-in battery, adjustable 5–45W output and a 0.8-inch digital display, and comes with a 5ml pod (2ml for the TPD version). The LUXE X3 has also appeared on some UK and US online retailers for pre-order, with prices below the company’s stated MSRP of $37.9.

Jan.19 by 2FIRSTS.ai

Liverpool City Region Considers Healthier Advertising Rules for Trains, Ferries and Buses — Vapes Included

The Liverpool City Region is considering a region-wide clampdown on advertising for junk food, sugary drinks and vapes on publicly owned infrastructure. The move is framed as part of a broader push to promote healthier lifestyles and tackle deep-rooted health inequalities, with a particular focus on reducing children’s exposure to harmful marketing in public spaces. The plan is set to go before the Combined Authority on Friday.

Jan.23 by 2FIRSTS.ai

Special Report｜Russia scales back anti-vaping drive, limits ban to single-region trial

After months of debate, Russian lawmakers have retreated from plans for a nationwide vaping ban, opting instead for a single-region pilot. The shift reflects pressure from business groups and fiscal authorities, amid warnings that sweeping prohibitions could fuel illegal trade while undermining efforts to regulate the market.

Jan.22

The Spark of Reason| 2Firsts 2026 New Year Message

Looking ahead to 2026, we do so with genuine anticipation. This will be a milestone year—the dawn of a new era.

Jan.01