Ad regulator cracks down on Instagram vape ads

The Advertising Standards Authority (ASA) has come down hard on four e-cigarette brands for promoting their products to the public on Instagram. Lucky Strike maker British American Tobacco is among those to have received a warning and an ad ban for flogging unlicensed, nicotine-filled e-cigarettes and using influencers who appeared under the age of 25 to do so. UK brand Mylo Vape, Amavape and Attitude Vapes also received a slap on the wrist from the watchdog. The rulings underscore the fresh challenges faced by regulators in policing the burgeoning e-cigarette space as a mix of upstarts and traditional tobacco giants enter the fold. The ASA stipulates that posts designed to promote any nicotine-based e-cigarettes (which haven’t been licensed as medicines) shouldn’t be made from public Instagram accounts unless steps are taken to target only willing followers.

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