Key point: The Committee of Advertising Practice (CAP), which writes the advertising rules enforced by the UK Advertising Standards Authority (ASA), has issued an enforcement notice instructing vape companies
The UK Advertising Practice Committee (CAP), responsible for formulating advertising rules enforced by the UK Advertising Standards Authority (ASA), has recently issued an enforcement notice directing electronic cigarette companies to comply with advertising regulations and remove all electronic cigarette advertisements appearing on social media.The UK Advertising Standards Authority stated in a statement: "We have noticed that some brands are placing or encouraging third parties to place content related to electronic cigarette products and their components on TikTok. We have reminded brands that if we monitor ongoing issues, we will take targeted enforcement action."The Advertising Standards Authority stated that electronic cigarette advertisements are subject to strict restrictions, and advertisements for nicotine-containing electronic cigarettes are not allowed to appear on television, radio, newspapers, magazines, and most online media, including social media. Advertisements must be responsible, which includes not targeting or appealing to minors. This is why we are taking action to ban advertisements that violate the rules and ensure they are removed promptly.It is understood that this enforcement notice requires advertisers/brands to immediately stop any electronic cigarette advertisements on TikTok. The Advertising Standards Authority added that this is a high-priority issue for them, and regulators are considering taking further action in the near future."Our duty is to ensure that electronic cigarette advertisements only appear in legal places (targeting legal adult consumers) and are responsible. Currently, they are sometimes placed on social media targeting young people. We are determined to stop all of this."
