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

Indiana SB 185 Advances: Foreign-Made Vapes Would Be Barred, With Focus on China

Indiana State Sen. Ron Alting is backing Senate Bill 185, which would ban vape shops in Indiana from selling any foreign-made vaping products and restrict retail shelves to U.S.-made items. Alting has framed the proposal as a consumer-safety measure and has singled out China, citing industry reporting that China produces more than 90% of the world’s vape hardware.

Jan.27 by 2FIRSTS.ai

NYC makers turn discarded disposable vapes into “Vape Synth” mini digital instruments

The report says disposable vapes are sold at more than 11 million units per month and often end up in landfills after flavored nicotine juice runs out, along with lithium-ion batteries, microcontrollers, and LEDs, increasing the risk of waste fires. A New York City maker trio known as Paper Bag Team has built “Vape Synth” by cracking open spent Elf Bar cartridges—specifically the EB BC5000—and hacking them into tiny digital instruments.

Feb.12 by 2FIRSTS.ai

South Korea’s Seoul Gangnam District Installs “Separated Smoking Booths” , Splitting Cigarettes and Vapes

Seoul's Gangnam district introduces smoking booths on Tehran Road to combat public smoking and secondhand smoke issues.

Jan.23 by 2FIRSTS.ai

BAT CEO: to ramp up ‘next-generation’ tobacco capacity in Italy, plans €500 mln investment in Trieste plant by 2027

British American Tobacco (BAT) CEO Tadeu Marroco said the group will continue to invest in equipment and technology in Italy and expand capacity for next-generation tobacco products such as e-cigarettes and heated tobacco. BAT’s Trieste innovation hub is slated to receive a total investment of 500 million euros by 2027 and add 16 new production lines.

Feb.03 by 2FIRSTS.ai

Scottish retailers call for tougher action as illegal vape black market “deepens,” SGF says

Scottish retailers, through the Scottish Grocers’ Federation (SGF), are calling for tougher action and more investment to tackle a “deepening black market” in illegal vapes, including illegal sales to children. SGF warns the problem will worsen, with negative health impacts, if incoming regulations on vaping product sales are not carefully crafted and if shopkeepers’ views are not heard.

Jan.14 by 2FIRSTS.ai

Elfbar warns flavour bans could push over 50,000 Scottish vapers back to smoking

Elfbar said restricting vape flavour choices—potentially under the Tobacco and Vapes Bill—could disrupt established quitting behaviours and increase relapse risk among former smokers. An Opinium survey commissioned by the company reported fruit and sweet flavours have risen in popularity among adult vapers quitting smoking in Scotland, with 62% now using them most often to quit, up from 34% in December 2024.

Feb.28 by 2FIRSTS.ai