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

Glas, the FDA, and the Future of Flavored ENDS

BAT’s Product Strategy Reset: A Structural Analysis of Its Post-FY2025 Competitive Architecture

Drawing on BAT’s FY2025 results and earnings call, 2Firsts finds the company shifting from category expansion to competitive entrenchment across Vapour, Modern Oral, Heated Products and Combustibles. The strategy centers on connected devices, geographic customization and portfolio tiering. While structurally coherent, financial returns depend on consistent regulatory enforcement against illicit competitors, making policy execution a key variable for 2026 performance.

Feb.12

West Virginia House passes “Vape Safety Act of 2026,” creating licensing and product directory requirements

West Virginia’s House of Delegates passed the Vape Safety Act of 2026, a proposal to tighten oversight of vape and smoke shops through licensing, fees and enforcement. The bill would establish a state directory requiring vape products sold in West Virginia to have FDA marketing authorization or a pending application under FDA review to be listed, and only directory-listed products could be sold starting Sept. 1, 2026 if enacted.

Feb.28 by 2FIRSTS.ai

Al Fakher Enters the Oral Nicotine Market With Four Flavors

Al Fakher has launched nicotine pouches, marking the world’s leading hookah brand’s entry into the modern oral nicotine category.

Apr.01 by 2FIRSTS.ai

Special Report | Breeze and Glas Seek White House Review as FDA Advances Flavored ENDS Guidance

Breeze Smoke and Glas, Inc. have separately requested White House review under Executive Order 12866 as the FDA advances draft guidance on flavored ENDS (RIN 0910-ZC78). The guidance aims to clarify evidentiary standards under the statutory “appropriate for the protection of public health” (APPH) framework. The parallel filings highlight industry concern over regulatory predictability, particularly as Glas’s PMTA review status has recently drawn market attention.

Special Report

Mar.03

Azerbaijan parliament passes third-reading amendments introducing e-cigarette penalties, effective April 1, 2026

Azerbaijan’s Milli Majlis has adopted, in its third reading, amendments to the Code of Administrative Offences introducing fines and confiscation for the use of e-cigarettes and their components, as well as import, export, production, wholesale and retail sales, and storage for sale.

Mar.04 by 2FIRSTS.ai

Netherlands plans to raise nicotine purchase age to 21, including vapes

The Netherlands is planning to raise the legal age for buying nicotine-containing products from 18 to 21, a change that would also cover vapes. The move, embedded in the governing coalition’s latest agreement, aligns with a wider European trend toward tighter youth nicotine controls, though industry groups have criticised the proposal and warned it could fuel illicit trade.

Feb.09 by 2FIRSTS.ai