Key Points:

• The UK’s Advertising Standards Authority (ASA) has banned online advertisements from two e-cigarette companies, Golden Vape and UKVapingStore, for promoting unlicensed nicotine-containing products.
• The ASA determined that both companies failed to ensure their advertisements complied with the Committee of Advertising Practice (CAP) Code, even though the ads were created by third-party partners.
• The banned advertisements, which appeared on platforms like Google and eBay in November 2024, have been referred to the CAP Compliance team for further enforcement.

The UK’s Advertising Standards Authority (ASA) has prohibited online advertisements from two vaping companies, Golden Vape and UKVapingStore, citing violations of regulations concerning the promotion of unlicensed nicotine-containing products.

The first case involved a paid Google advertisement for Golden Vape, provided by Shoparade.uk, which featured a vape product labeled “POD X2 … LEMON LIME” along with promotional text highlighting pricing and delivery details. Golden Vape stated that it had “never approved or been involved” in any advertising through Google or other platforms and had “no relationship with Shoparade.uk.” The company contacted Shoparade to request the removal of unauthorized ads associated with its brand.

The ASA reported that Shoparade.uk did not respond to its inquiries. Despite Golden Vape’s claims of non-involvement, the ASA maintained that, as the marketer, Golden Vape was responsible under the CAP Code for ensuring compliance with advertising standards. The ASA concluded that the ad breached the Code and referred the matter to the CAP Compliance team.

In the second case, the ASA addressed an advertisement for UKVapingStore, provided by Falcongalaxy.com, which showcased multiple vape products and offered promotional deals such as “Buy 3 Get 1 FREE.” UKVapingStore did not respond to the ASA’s inquiries. Falcongalaxy.com stated that they “took the matter seriously” and removed the ad from their site and future campaigns.

The ASA acknowledged Falcon Galaxy’s action but emphasized that UKVapingStore, as the marketer, bore responsibility for ensuring their ads complied with the CAP Code. The ASA concluded that the ad breached the Code and referred it to the CAP Compliance team.

The rulings are part of a broader investigation by the ASA into the promotion of nicotine e-cigarettes and their components in online advertisements. The ASA’s actions reflect ongoing efforts to enforce advertising standards and protect consumers from misleading promotions.