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

 

New Zealand Government: Repeals Vaping Device Removability Rule, Disposable Vape Ban Remains in Effect
New Zealand Government: Repeals Vaping Device Removability Rule, Disposable Vape Ban Remains in Effect
New Zealand’s coalition government will revoke the requirement for all vaping devices, including heated tobacco products, to have removable batteries starting September 1, following a legal challenge by Mason Corporation, parent company of vape retailer Shosha. The decision does not affect the ban on disposable vaping devices, which came into effect on June 17.
Jul.24 by 2FIRSTS.ai
US: Ohio Appeals Court Backs Local Tobacco Control: Strikes Down State Law Limiting City Regulations
US: Ohio Appeals Court Backs Local Tobacco Control: Strikes Down State Law Limiting City Regulations
An Ohio appeals court has struck down a state law that blocked local governments from enacting tobacco regulations, ruling that cities can govern tobacco under their home-rule authority. The state legislature had previously overridden the governor’s veto of the law. The decision bolsters local efforts to address public health challenges through independent tobacco control measures.
Jul.10 by 2FIRSTS.ai
Philippine Police Seize $800,000 Worth of Illegal Vapes, Including Spark Lighting and Elite 15000
Philippine Police Seize $800,000 Worth of Illegal Vapes, Including Spark Lighting and Elite 15000
On July 10, the Philippine Criminal Investigation and Detection Group (CIDG), together with the Department of Trade and Industry (DTI), seized unregistered e-cigarette products worth approximately PHP 45 million (around USD 800,000) in Bulacan province and arrested two suspects.
Jul.14 by 2FIRSTS.ai
Man Fights Flight Attendant After Vaping on U.S. Flight, Faces Hefty Fine
Man Fights Flight Attendant After Vaping on U.S. Flight, Faces Hefty Fine
Passenger conflict on US flight over e-cigarette use, sparking FAA fines and social media backlash. (17 words)
Aug.07 by 2FIRSTS.ai
Philippines Customs Seizes $140,000 Worth of Smuggled Vapes, Recipient Arrested
Philippines Customs Seizes $140,000 Worth of Smuggled Vapes, Recipient Arrested
On August 12, 2025, the Philippines Bureau of Customs (BOC) intercepted a shipment of smuggled e-cigarettes at Clark Port. The cargo, falsely declared as shoes and apparel and originating from China, was valued at PHP 8.244 million (approx. USD 140,000) and contained 20,610 flavored vape pods. The goods were seized for violating customs laws, and on August 14, the shipment’s recipient was arrested in Manila by police and the Bureau of Customs’ Customs Intelligence and Investigation Service (CIIS
Aug.18 by 2FIRSTS.ai
Product | Cartridge Design + Over 40 Flavors Available: AL FAKHER's Two Shisha-Style E-Cigarettes Launch in the European Market
Product | Cartridge Design + Over 40 Flavors Available: AL FAKHER's Two Shisha-Style E-Cigarettes Launch in the European Market
The AL FAKHER brand has recently launched two cartridge-based shisha-style e-cigarettes in the European market: the AF 30K HYPERMAX ADVANCED and the Al Fakher Mini 3K. The former claims to offer 30,000 puffs and 45 flavors, while the latter focuses on portability, providing 3,000 puffs. Both products are now available in Europe.
Aug.06 by 2FIRSTS.ai