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.
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
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