Introduction to ASA’s Rulings: The UK Advertising Standards Authority (ASA) has ruled against Chinese e-cigarette brands Elf Bar and HQD for their advertising practices on TikTok, a popular platform among young people. These rulings address concerns about misleading and irresponsible claims in the ads.
Elf Bar’s Advertising Challenge and ASA’s Ruling
Complaint from Rival Company: The ASA received a complaint from Imperial Tobacco, owner of the vape brand Blu, challenging Elf Bar’s TikTok promotion. The post featured a young man using Elf Bar vapes and promoting various flavors, along with claims of cost-saving benefits.
Elf Bar’s Response and ASA’s Directive: In response to the complaint, Elf Bar halted its TikTok marketing in the UK. The ASA ruled that the ad must not appear again, emphasizing the prohibition of promoting unlicensed nicotine-containing e-cigarettes on public TikTok accounts.
HQD’s TikTok Video and ASA’s Investigation
Featuring George Baggs: HQD’s complaint involved a TikTok video by former Gogglebox star George Baggs, showing him using an HQD Wave e-cigarette. The ASA investigated whether the posts breached advertising rules by featuring a person under 25 years old.
HQD and TikTok’s Measures: Following the investigation, HQD removed all content posted by Baggs, and TikTok made the content unavailable in the UK, citing a breach of their terms prohibiting advertising of tobacco products.
ASA’s Final Verdict on HQD Tech
Prohibition of Nicotine-Containing E-Cigarette Ads: The ASA ruled that marketing communications promoting nicotine-containing e-cigarettes should not be made from public TikTok accounts. The authority emphasized that if advertising is allowed under specific rules, it must not show people under 25 years old using e-cigarettes.
The Rules for E-cigarette Marketing in the UK
Strict Advertising Guidelines: The UK has stringent rules on vaping product promotions, designed to prevent irresponsible marketing and targeting of young people. These rules prohibit promotional content on retailers’ own websites and public TikTok accounts.
Conclusion: ASA Upholds Advertising Standards
Ensuring Responsible Marketing: The ASA’s rulings against Elf Bar and HQD highlight the importance of adhering to advertising standards in the e-cigarette industry. The decisions serve as a reminder for brands to engage in responsible marketing practices, especially on platforms popular among younger audiences.
