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

Singapore Police Dismantle Cross-Border E-Cigarette Smuggling Ring, Arrest 12 and Seize Over 64,000 Devices

Singapore authorities crack down on cross-border e-cigarette smuggling syndicate, arresting 12 individuals and seizing over $43,000 worth of contraband.

Oct.20 by 2FIRSTS.ai

China Tobacco Accelerates Global Cigar Expansion as CTIHK Becomes Unified Export Platform

After decades of dominance by Cuban and non-Cuban cigars, a new contender is emerging from the East. China Tobacco International (HK) has consolidated the country’s top four cigar brands under one global export platform — a move that could redefine how the world perceives “Chinese cigars.”

Nov.11

Philippine police seize illegal cigarettes and e-cigarettes worth USD 206,400, arrest four suspects

CIDG-Laguna Provincial Field Unit seizes $200k worth of illegal cigarettes and e-cigarettes, arrests four suspects. PNP vows to continue crackdown.

Nov.28 by 2FIRSTS.ai

ARAC to 2Firsts | FDA’s Nicotine Pouch Pilot: What Hasn’t Changed Matters Most

In a contribution to 2Firsts, U.S. regulatory consultancy ARAC analyzes the FDA’s nicotine pouch PMTA pilot, cautioning that core evidentiary standards remain unchanged. The firm warns against overinterpreting the pilot and urges companies to act now rather than wait for uncertain regulatory shifts.

Oct.21

Smoore’s Q3 Revenue Hits Record High, Reflecting Structural Growth in Global HNB and E-Vapor Markets

Smoore posted record-high Q3 2025 revenue, driven by growth in both HNB and e-vapor segments, reflecting ongoing expansion of the global next-generation tobacco industry amid compliance and structural upgrades.

Oct.12

UK Government Officially Confirms Vaping Products Duty and Stamps Scheme, Effective October 2026

HM Revenue & Customs (HMRC) has officially confirmed that the UK will implement a Vaping Products Duty (VPD) and Vaping Duty Stamps (VDS) scheme from October 1, 2026. The duty will apply to all vaping liquids at a flat rate of £2.20 per 10ml. Businesses must register for approval starting April 1, 2026. The stamps scheme will take effect in October 2026 with a six-month grace period, after which, from April 2027, unstamped products will be prohibited from sale.

Oct.02 by 2FIRSTS.ai