CAP announces social media vape ad crackdown

The notice has been sent to e-cigarette manufacturers and retailers who do not comply with rules which prevent the direct or indirect marketing of e-cigarettes that contain nicotine.

Last year, manufacturers and retailers were required to take down paid-for vape promotions from TikTok.

The new notice extends this requirement to those who promote e-cigarettes via paid-for posts or in non-paid-for posts on public accounts, also including Instagram and Facebook.

Where the adverts are allowed, including a few spaces such as company websites, they must not be targeted to appeal to under 18s, and most only contain factual claims about the products.

The regulator will use its AI-driven system to help identify offending adverts, with advertisers issued with a notice given until 28 March to ensure that their vape ads are compliant.

“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,” said CAP secretary Shahriar Coupal.

“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 do so.”