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

South Korea’s appeal court again sides with KT&G, Philip Morris Korea and BAT Korea in $36.24 million case

South Korea’s National Health Insurance Service (NHIS) has again lost on appeal in its damages lawsuit against KT&G, Philip Morris Korea and BAT Korea, seeking ₩53.3 billion (about $36.244 million).

Jan.15 by 2FIRSTS.ai

JT Partners with Japan’s Year-End Music Festivals, Unveils Eight Limited-Edition Ploom AURA Front Panels

Japan Tobacco Inc. (JT) will partner with two major year-end music festivals in Japan to set up “Ploom LOUNGE” smoking areas on-site, offering trial experiences of its Ploom AURA heated tobacco device. The company will also launch eight festival-exclusive front panels for Ploom AURA, distributed through on-site exchanges and a member lottery program.

Dec.11 by 2FIRSTS.ai

Thai Police Bust Large-Scale Illegal Vape Production Site

Thai economic crime police have raided a residence in Chonburi province used for the illegal production and distribution of e-cigarettes, arresting a Chinese national. Authorities seized large quantities of vape devices, components, e-liquids and production equipment, as well as powder suspected to be linked to a controlled psychoactive substance. Further forensic analysis is underway.

Dec.22 by 2FIRSTS.ai

Wales Passes Law Banning Tobacco Sales to Anyone Born After 2009

The Welsh Parliament (Senedd) has approved new legislation banning tobacco sales to anyone born on or after January 1, 2009. The law, passed on December 9, 2025, also imposes stricter controls on how vapes and nicotine products are advertised and sold. Designed by the UK Government but voted on separately in Wales, the bill passed with 36 votes in favor, two abstentions, and nine against. It grants stronger enforcement powers to Trading Standards to combat illegal tobacco and vape sales.

Dec.10 by 2FIRSTS.ai

Japan Tobacco Unveils New Ploom EVO Honey Lemon Smoke Stick, Nationwide Launch in Japan from January 2026

Japan Tobacco (JT) has announced a new flavor for its Ploom brand’s premium EVO smoke sticks: “EVO Honey Lemon Crystal.” The product will be rolled out in stages, beginning with an early release through official channels in December 2025, followed by a nationwide launch across convenience stores and tobacco retailers in January 2026, priced at JPY 550 (approximately USD 3.7).

Dec.16 by 2FIRSTS.ai

JTI reshuffles regional leadership; Gabriella Offeddu to lead Romania, Moldova and Bulgaria

Japan Tobacco International (JTI) has appointed Gabriella Offeddu as general manager for Romania, Moldova and Bulgaria, effective January 2026.

Jan.22 by 2FIRSTS.ai