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

PMJ Expands SENTIA Tobacco Stick Lineup, Adds Blueberry Menthol Capsule Flavor

Philip Morris Japan (PMJ) announced that it will launch “SENTIA Purple Capsule,” the first capsule-equipped product in its SENTIA lineup dedicated to the heated tobacco “IQOS ILUMA” series, as an early release in Japan. The product will roll out nationwide starting from IQOS Stores, and will enter tobacco retail channels nationwide from April 6.

Mar.03 by 2FIRSTS.ai

Russia dismantles illegal vape liquid plant near Moscow; goods worth about $13 million seized

Russian authorities say they have dismantled an illegal vape-liquid production site in the Moscow region, seizing four production lines, large quantities of components and finished goods, and substantial cash. The Interior Ministry estimated the seized products’ value at about 1 billion rubles (≈$13 million) and said the operation ran around the clock, producing up to 75,000 units per shift.

Feb.10 by 2FIRSTS.ai

BENDSTA Urges Prime Minister to Review Bangladesh’s 2025 Tobacco Control Ordinance

The Bangladesh Electronic Nicotine Delivery System Traders Association (BENDSTA) has urged the prime minister to initiate a comprehensive parliamentary review of the Smoking and Tobacco Products Use (Control) Ordinance, 2025.

Mar.12 by 2FIRSTS.ai

Bangladesh High Court rule targets vape-ban clause; fines up to about $1,635 cited

Bangladesh’s High Court issued a rule asking why Section 6(G) of the Smoking and Tobacco Products Usage (Control) Act, 2005 — which bans the import, supply and sale of vapes and e-cigarettes — should not be declared unconstitutional and illegal.

Mar.02 by 2FIRSTS.ai

BAT FY2025 Results: New Categories Contribution Expands as Smokeless Share Reaches 18.2%

British American Tobacco reported FY2025 revenue of £25.61 billion, down 1.0% on a reported basis but up 2.1% at constant currency. New Categories revenue rose 5.5%, with category contribution increasing 77%. Smokeless products accounted for 18.2% of group revenue.

Feb.12

Philip Morris Limited Launches Delia to Expand IQOS Iluma Consumables Portfolio

Philip Morris Limited has announced the launch of Delia, the latest addition to its portfolio of heated tobacco and zero-tobacco sticks exclusively compatible with the IQOS Iluma range.

Apr.03 by 2FIRSTS.ai