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The British Committee on Advertising Practice (CAP) recently issued an enforcement circular. It requires the e-cigarette companies to comply with advertising regulations and remove e-cigarette advertisements that appear on social media.
CAP has noticed that some vape brands are posting content related to vaping products and their components on TikTok.
What’s more, some even offer incentives for third parties to post such content. Thus CAP has warned these vape brands to take targeted enforcement action if the problem persists.
There are significant restrictions on the advertising of e-cigarettes under laws and regulations.
These restrictions are reflected in the Advertising Code. Advertisements for nicotine-containing e-cigarettes without a pharmaceutical license are prohibited on television, radio, newspapers, magazines, and most online media, including social media. Moreover, advertisements must be responsible, which includes not targeting people who are particularly attractive to those under the age of 18.
CAP said it was aware of concerns about young people’s use of e-cigarettes and their advertisements on social media.
e-cigarette ads on TikTok
Therefore, action is being taken to ban offending ads and ensure they are quickly removed. CAP is working with other regulators and law enforcement agencies to ensure young people are not exposed to unwanted vaping ads on TikTok and other social media.
The enforcement circular clearly informs advertisers/brands of the current regulations and requires them to stop immediately if they use the TikTok platform for e-cigarette advertising.
Finally, CAP reiterated that its responsibility is to ensure that e-cigarette advertisements only appear where they can be legally placed (for legal adult audiences), and they are responsible. Currently, the ads sometimes appear on social media and are targeted at young people.
“Our role is to ensure that vaping ads only appear where they can legally be advertised (to a legitimate adult audience) and are responsible. Currently, they are sometimes being placed in social media and targeted at young people. We’re determined to stamp this out. One vaping ad on these channels is one too many.”
