Vapes on TikTok - consequences?

The UK Advertising Standards Authority (ASA) has upheld complaints in several cases involving influencers promoting e-cigarettes on TikTok (eg Green Fun Alliance May 2023; HQD Tech UK, May 2023). On June 23 the ASA went a step further. Citing concerns around young people vaping, the ASA issued an enforcement notice to put the industry on notice that tackling this practice is a high priority and that if necessary they will call upon Trading Standards to act to ensure the ads are removed.

However, it seems that the message has not reached the entire vaping industry. Just this week the ASA announced a ruling on yet another TikTok vape promotion case. In BMORvape, the ASA challenged four TikToK posts, all seen in the month following the enforcement notice, for vaping products including a post on influencer Amelia Beavis’ own account. The influencer’s post focused on Gummi Bear flavoured vapes. All of the posts violated the ban on ads which have the direct or indirect effect of promoting nicotine-containing vaping products in most online media, including social media (CAP Code 22.12).

At a time of serious concern about youth use and potential bans on disposable vape products under consideration by the UK Government, this continued flaunting of the rules must be troubling for the majority of industry players who market their products responsibly. If this sort of activity does trigger a ban adult smokers who have switched to disposable vapes from cigarettes will also suffer. The current Netflix documentary, “Big Vape: The Rise and Fall of Juul” makes all too clear the disastrous consequences of irresponsible marketing.