UK Advertising Standards Authority: Geekvape Ad Violated Tobacco Rules

The UK Advertising Standards Authority has questioned the promotion of nicotine-containing e-cigarettes on TikTok, stating that it violates regulations. TikTok has since removed the advertisement and will review other posts.

According to a statement from the UK Advertising Standards Authority (ASA) on November 8, they published a ruling on Geekvape Electronic Cigarettes (UK) Ltd, concluding that the e-cigarette advertisement promoted on TikTok was unauthorized and violated the e-cigarette advertising ban.

In a video, an influencer opens a GEEK BAR (a product under Geekvape) e-cigarette packaging and delivers an advertisement, with on-screen text reading “GeekBar Vapes.” The text at the bottom of the video states “#e600mesh #geekbar #freshgeek #ad.”

Although Geekvape Electronic Cigarettes (UK) Ltd did not respond, TikTok removed the advertisement after ASA raised concerns and plans to review other posts on the account.

ASA determined that the advertisement had a direct or indirect effect of promoting unauthorized e-cigarettes as drugs in unauthorized media, thus violating relevant guidelines.

ASA expressed concern over Geekvape's lack of response and apparent disregard for the guidelines, which violates CAP Code (Edition 12) Rule 1.7 (unreasonable delay).

“We remind them of their responsibility to respond to our inquiries in a timely manner and inform them to do so in the future,” the announcement stated.

Finally, ASA declared that the advertisement must not appear again in the form complained about.

“We told Geekvape Electronic Cigarettes (UK) Ltd not to promote nicotine-containing e-cigarettes and their ingredients (without drug approval) through TikTok public accounts. We have referred this matter to the CAP compliance team.”