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

Glas, the FDA, and the Future of Flavored ENDS

China Tobacco Regulation Shift：Policy Updates and Market Impact

Panama Seeks Unified Regulation on E-Cigarettes and Heated Tobacco Products, Including Use Restrictions in Public and Private Spaces

Panamanian authorities are seeking to establish a single regulatory framework aimed at prohibiting the use of e-cigarettes, vaporizers and heated tobacco products in public and private spaces, as well as restricting their advertising and promotion.

Mar.11 by 2FIRSTS.ai

France’s ANSES warns vaping carries health risks, urges limiting e-cigarette use to smoking cessation

France’s National Agency for Food, Environmental and Occupational Health & Safety (ANSES) says vaping poses health risks because users inhale toxic or harmful substances, even if e-cigarettes are generally considered less harmful than cigarettes.

Feb.04 by 2FIRSTS.ai

West Virginia House Passes 5% Income Tax Cut and Rejects Vape Tax Increase

The West Virginia House of Delegates debates income tax cut bill before session's end, rejecting Senate's e-cigarette tax amendment.With one day left in the legislative session, the West Virginia House spent more than an hour debating amendments to an income tax reduction bill.

Mar.16 by 2FIRSTS.ai

Malaysia anti-tobacco groups call for stronger enforcement as unregulated vapes remain on sale offline and online

Anti-tobacco groups in Malaysia say the continued sale of unregulated vapes in physical stores and the online availability of vape devices underline the need for comprehensive enforcement.

Mar.02 by 2FIRSTS.ai

Nicotine Becomes Second-Largest Revenue Source for Couche-Tard in Fiscal 2025

Alimentation Couche-Tard reported that nicotine products accounted for 9% of total revenue in fiscal 2025, making it the company’s second-largest revenue source after fuel, according to its latest Business Strategy Update.

Market

Feb.19

California: Stiiizy hit with another lawsuit alleging high-THC vapes marketed to teens

A new lawsuit in California state court accuses Stiiizy Inc. of steering high-THC vape products toward teens through youth-appealing branding and weak age verification, alleging the plaintiff’s underage use was followed by cannabis-induced psychosis-related symptoms and significant personal harm.

Feb.06 by 2FIRSTS.ai