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

EVO NXT European Tobacco & NGP Exhibition

ELFBAR Resolves Global Dispute Over "ELF" Trademark with VPR Brands LP

ELFBAR announces global settlement with VPR Brands LP over "ELF" trademark dispute, covering major markets like US, Canada, UK.

Apr.01 by 2FIRSTS.ai

Shunhao Shares Reports 2025 Revenue of RMB 1.188 Billion, While Q1 2026 Net Profit Rises 49.94% and New Tobacco Operations Continue

Shunhao Shares’ 2025 annual report summary and first-quarter 2026 report show that the company recorded 2025 revenue of RMB 1.188 billion, down 21.78% year on year, while net profit attributable to shareholders rose 30.00% to RMB 58.94 million. In the first quarter of 2026, revenue was RMB 291.51 million, down 10.34% year on year, while attributable net profit rose 49.94% to RMB 19.98 million.

Apr.29 by 2FIRSTS.ai

Scandinavian Tobacco Group to Hold Annual General Meeting on April 15

Scandinavian Tobacco Group A/S has issued notice of its annual general meeting, which will be held on April 15, 2026 at 4:30 p.m. in Copenhagen and will also be available by live webcast.

Mar.25 by 2FIRSTS.ai

Poland Weighs Ban on Disposable Vapes, Tightens Rules on Nicotine Pouches

Poland plans to amend its tobacco control legislation, proposing a ban on disposable e-cigarettes (both nicotine-containing and nicotine-free) while simultaneously tightening regulations on nicotine pouches and other novel nicotine products. Nicotine pouches may be permitted only in "tobacco flavour" variants to reduce their appeal to young people.

Mar.10 by 2FIRSTS.ai

FDA Filing Shows RIF Notices for 229 CTP Employees Were Largely Rescinded

A court declaration signed by FDA official Melanie M. Keller on March 24, 2026 detailed the status of previously issued reduction-in-force notices affecting employees at the Center for Tobacco Products (CTP).

Apr.01 by 2FIRSTS.ai

Latvian Parliament Gives Initial Support to E-Cigarette Deposit Scheme Amendments

On April 1, Latvia’s parliament gave conceptual support to amendments to the Waste Management Law that would introduce a deposit system for e-cigarettes in order to reduce pollution and environmental harm caused by these products.

Apr.03 by 2FIRSTS.ai