Viral Vape Fails: TikTok Bans Four E-Cig Ads Amidst Growing Scrutiny
ASA clamps down on e-cig brands with four TikTok vape ads banned Amid rising concerns over vapes being targeted towards children, the government faces pressure to address widespread use of disposable vapes
The social platform TikTok has had four ads for vapes banned by the Advertising Standards Authority (ASA).
Under the regulations set by the watchdog, vaping advertising is restricted on social media. Ads for e-cigarettes that contain nicotine and are not licensed as medications are prohibited from being promoted.
The Disposable Vape Store, Innofly HK Ltd, Vapes-Bars Ltd, and ZOVOO (Shenzhen) Technology Co Ltd have been ruled against by the self-regulatory body for advertising vaping products on social media. The aim of the body is to crack down on such ads, considering even one ad on these channels to be unacceptable. From March to May of this year, these companies had their ads appear on social media platforms. In order to enforce the ban, the regulatory body has issued an enforcement notice to vaping brands, instructing them to cease all advertising on TikTok. Additionally, approximately 300 posts have been reported to TikTok for removal.
The ASA is increasing its examination of vaping advertising on platforms that are popular among teenagers, according to a statement on the ad bans. This is a result of the watchdog's observation of vaping brands engaging in certain activities. The watchdog has specifically noted the presence of affiliate marketing activity and brand ambassador programs, where creators on the platform are paid to promote vaping products.
Additionally, the ASA has organized a "priority" roundtable discussion with social media platforms TikTok, Meta, YouTube, and X (formerly known as Twitter) to share the results of its online monitoring and discuss the measures being implemented to address this issue. The specific date of this discussion is currently unknown.
Amid rumors, the government is poised to soon declare a prohibition on single-use vapes in the UK. The Guardian reports that the ban may be implemented as early as next week, as the government has determined that these products predominantly appeal to individuals below the age of 18.
It is believed that the government will not impose a complete ban on all vaping products except with a prescription, recognizing that these products serve as a favorable substitute for adults seeking to give up smoking.
We already have very robust restrictions on advertising, the problem is that they’re not being enforced.
John Dunne, UK Vaping Industry Association
Last week, Helen Hayes, the Shadow Minister for Children and Early Years, introduced a new bill aimed at safeguarding young individuals from marketing related to vaping. Hayes emphasized the potential harm to children caused by the marketing tactics employed for vapes, including packaging with vibrant colors, cartoon characters, and candy-inspired names like Skittles.
If the bill is successfully implemented, it will make advertising restrictions for vapes legally binding, mirroring the restrictions imposed on cigarette advertising in the 90s rather than relying on self-regulation, as currently practiced by the ASA.
"The enforcement of advertising restrictions is lacking despite their already strong presence," said John Dunne, the director general of the UK's Vaping Industry Association, during an interview with Our Website. He noted the existence of numerous vague areas in addressing the negative impact of marketing practices.
