New Zealand’s largest vape retailer Shosha accused of using “hidden text” on its website

Key Takeaways

• Shosha is described as New Zealand’s largest vape retailer with 125 stores

• Vape-Free Kids NZ says Shosha used white-on-white text that becomes visible when highlighted

• The regulation cited limits website product info to brand, variant name, size and price

• The report cites free shipping over NZ$50 and an international-domain mirror site showing full descriptions

• The Health Ministry says it is assessing matters and monitoring digital platforms for potential breaches

2Firsts, January 12, 2026 – According to The Press, New Zealand’s largest vape retailer Shosha has been accused of using hidden text on its website to promote vape products. Vape-Free Kids NZ co-founders Marnie Wilton and Anna Stewart said Shosha ran Christmas promotions featuring a cartoon Santa, which they said appeared aimed at youth.

They also pointed to white text on a white background in product pages, visible only when highlighted, describing refillable and disposable vapes. Wilton and Stewart said this appeared to breach regulations introduced last year limiting website product information to the brand, variant name, size and price.

University of Otago research fellow Calvin Cochran said that while “provocative descriptions” had to be removed once vaping advertising was banned, hidden text allows them to remain and can be used by Google to rank search results.

The report notes the Smokefree Environments and Regulated Products Act prohibits discounts on vape products, bans the sale of disposable vapes and prohibits the advertising and display of vapes. Cochran also alleged Shosha’s free shipping offer for purchases above NZ$50 could breach prohibitions on discounts, promotions and freebies. The report further says Shosha created an international-domain site replicating its New Zealand site that shows product images with full descriptions.

A Shosha spokesperson and operations manager, Nabhik Gupta, did not respond to questions, the report says. A Health Ministry spokesperson said it could not comment on the compliance status of individual businesses while matters are being assessed, and said the ministry continues to monitor digital advertising and promotional activity and will act where it considers there may be a breach of the law.

Image Source: The Press