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

PMI’s Japan unit to raise IQOS ILUMA stick prices; TEREA and SENTIA to increase from April

Japan will adjust tobacco taxes from April 1, 2026, prompting Philip Morris International (PMI) to lift prices for its IQOS ILUMA tobacco sticks TEREA and SENTIA. Both products are set to rise by 40 yen per pack (about $0.3).

Jan.21 by 2FIRSTS.ai

KT&G’s Heated Tobacco Brand “lil” Named to Korea’s Brand Hall of Fame for Eighth Consecutive Year

KT&G said its heated tobacco brand “lil” was selected as an outstanding brand in the heated tobacco category of the “2026 Korea Brand Hall of Fame,” marking its eighth straight year on the list. The awards are organized by the Industrial Policy Research Institute (IPS) and determined through a composite evaluation of customer satisfaction, brand value and market performance.

Jan.26 by 2FIRSTS.ai

U.S. Fifth Circuit judges question FDA’s claim it has no de facto ban on flavored refillable e-cigarettes

Law360 reports that a Fifth Circuit panel expressed skepticism about the FDA’s claim that it has no de facto ban on flavored refillable e-cigarette products, noting that only six applications had been approved out of hundreds of thousands and that near-100% denials look like a ban.

Jan.07 by 2FIRSTS.ai

Survey Shows E-cigarette Use Doubles Among Young Thais

Thailand’s latest national health survey shows a sharp increase in e-cigarette use among people under 30, particularly among female adolescents. Researchers found that vaping has not reduced overall tobacco harm and has instead driven growth in new nicotine users, with younger ages of initiation. Public health experts urged sustained enforcement and comprehensive policies centred on banning e-cigarettes, strengthening law enforcement and expanding public awareness to protect children and youth.

Dec.19 by 2FIRSTS.ai

Product | Full-screen display and 10K puffs: IVG launches new Pro-series pod vape in the UK

E-cigarette brand IVG has recently rolled out the IVG Pro 2 across several UK online retailers. The device is compatible with IVG Pro pods and comes in 33 flavours with nicotine strengths of 0mg, 10mg and 20mg. Channel listings show a 2ml prefilled pod paired with a 10ml refill container, with pricing around £9.99.

Feb.02 by 2FIRSTS.ai

2Firsts Interview | Prague Move Puts Eastern Europe in Focus for Nicotine Industry Event EVO NXT

EVO NXT will move to Prague in April 2026. As an event’s official media partner for four consecutive years, 2Firsts recently interviewed the organisers, who said the relocation reflects strong growth in Eastern European markets for alternative nicotine products. They described EVO NXT as not a traditional trade fair but a business festival shaped by rapid changes in regulation, markets and technological innovation across the global nicotine industry.

Feb.03