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

China Tobacco Annual Meeting Flags “New Growth Drivers” for 2026: Cigarette Innovation, Domestic Cigars, Overseas Business and Multi-Purpose Use

China’s tobacco authorities used their annual industry meeting in Beijing to outline new growth drivers for 2026, highlighting cigarette innovation, domestic cigars, overseas business expansion and multi-purpose tobacco applications.

Special Report

Jan.20

California DOJ publishes first-ever Unflavored Tobacco List; products not on the list are ineligible for sale

California Attorney General Rob Bonta announced the publication of the first-ever Unflavored Tobacco List (UTL), listing unflavored tobacco products lawful for sale under California’s flavored tobacco restrictions. Any covered tobacco product not appearing on the UTL is deemed a flavored tobacco product and ineligible for sale.

Jan.04 by 2FIRSTS.ai

UK Tobacco and Vapes Bill Enters House of Lords Report Stage

The Tobacco and Vapes Bill has entered the report stage in the UK House of Lords, with further examination scheduled to begin on February 24, 2026. The legislation aims to create the first “smoke-free generation” by ensuring that individuals who are 15 years old or younger in 2026 can never legally be sold tobacco.

Regulations

Feb.22

UK, Jersey and Guernsey to Ban Disposable Vapes From Jan. 31 as Island Sell-Through Window Closes

Jersey and Guernsey will enforce a full ban on disposable vapes from Saturday, 31 January 2026, making it illegal for shops to sell them after close of business. Online purchases shipped into the islands will also be targeted, with Guernsey’s Director of Public Health Dr Nicola Brink saying Customs will conduct checks and can seize imported disposables. Refillable vapes are not covered by the ban.

Jan.29 by 2FIRSTS.ai

Product | “Switch”-Style Design, Rated 30,000 Puffs: Open-System Klip’s Switch Edition Listed on French Channels

The open-system e-cigarette Klip’s Switch Edition 30K has recently been listed on multiple French vape e-commerce channels. Channel information indicates the product is a collaboration between Fumytech and Tornadoliq and uses an open refill solution. The kit includes a 7 mL pod/cartridge and two 10 mL refill bottles, with a claimed total usage of around 30,000 puffs. The mainstream retail price is about €19.90.

Feb.06 by 2FIRSTS.ai

New York’s budget plan would apply a 75% wholesale tax to nicotine pouches, raising projected revenue

New York Gov. Kathy Hochul is proposing to tax ZYN nicotine pouches and other nicotine products at the same rate as cigarettes, applying a 75% wholesale tax under her proposed $260 billion state budget.

Jan.21 by 2FIRSTS.ai