Regulator warns retailers you 'need to stop' advertising vapes on social media

29 February 2024 , 09:41

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The committee of advertising practice has launched a crackdown on vape advertisers (Image: No credit)

The Committee of Advertising Practice (Cap) says vape ads on social media "need to stop".

CAP said that it's against the law for advertisers to show off e-cigarettes with nicotine that aren't approved as medicines on most social media platforms. Shops can't sell e-cigarettes or vapes to anyone younger than 18, so these products shouldn't be shown in almost all types of media or in ways that would get kids interested.

This means that brands or shops can't show them off in posts they pay for or in regular posts on open accounts, like on TikTok, Instagram or Facebook. In the few spaces where vape ads are allowed, like on company websites, they must not try to grab the attention of under-18s and should only talk about real facts about the products.

CAP has told e-cigarette makers and shops what the rules are with an enforcement notice. They've said not knowing the rules isn't a good enough reason, and they've warned: "We won't hesitate to apply sanctions against advertisers who are either unwilling or unable to comply."

Advertisers have until March 28 to check their ads are following the rules. After that, CAP will act if they find ads that don't follow the rules. Last year CAP issued an enforcement notice to e-cigarette manufacturers and retailers requiring them to stop paid promotions on TikTok.

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CAP secretary Shahriar Coupal said: "The law prohibits e-cigarette ads appearing on most social media accounts, so it's simply unacceptable for companies to advertise in these spaces. AI-assisted monitoring tells us that these companies are typically small traders promoting e-cigarettes through their social media accounts or incentivising others to do so, most likely in ignorance of our rules and the law."

"Our enforcement notice leaves traders in no doubt about their obligations under both and makes clear that e-cigarette promotions through social media channels need to stop. For those that fail to do so, we and our enforcement partners won't hesitate to sanction them."

Lawrence Matheson