‘Irresponsible’ Instagram vaping promotions banned
Watchdog finds social media posts featuring singer Lily Allen breached nicotine advertising rules
VAPING companies have been banned by the advertising watchdog from promoting e-cigarettes publicly on Instagram, in the wake of an investigation by The Telegraph.
The Advertising Standards Authority (ASA) found posts by British American Tobacco (BAT) and other vape sellers – including posts featuring singer Lily Allen – breached rules prohibiting the promotion of nicotine products online as well as showing people under 25 using them.
In a landmark ruling, the ASA dismissed the argument by BAT, which owns vape brand Vype, that its Instagram feed was effectively an extension of its website, showing factual information to people looking for it. It comes after a Telegraph investigation found Instagram’s Explore feature showed cartoon and fizzy drink-themed vapes to children as young as 13.
John Dicey, the chief executive of Allen Carr’s Easyway addiction clinic, who submitted complaints about two vape companies, said the posts he flagged were “clearly targeted at youngsters”.
Tobacco firms are banned in the UK from advertising nicotine products on- line and can only provide factual information about them on their websites.
In its rulings, the ASA banned six posts from BAT, including one wishing Lily Allen good luck in the Brit Awards with an image of her holding a Vype pen. The watchdog also banned a post with a model holding a Vype pen whom it deemed to be under 25. BAT later conceded the model was 24 and that said she had “lied” to it about her age.
The ASA concluded BATS posts went beyond “factual information” and were “promotional in nature”. It dismissed a complaint that BAT posts were purposely aimed at under-18-year-olds.
Instagram posts were also banned from three other online vape sellers, Global Vaping, Ama Vape Lab and Attitude, which featured young people using vapes who appeared to be under 25.
The ASA said any future vape posts “should not be made from a public Instagram account” unless “they would only be distributed to those following their account and would not be seen by other users”. BAT told The Telegraph it would amend the privacy setting on its @Govype Instagram page in response.
Simon Cleverly, the BAT head of corporate affairs, said: “The technology now available means social media allows us to put in place greater controls than exist with more traditional media, to ensure our content is directed at adult consumers only. Given that, in its response, the ASA dismissed the suggestion that we targeted anyone other than adult consumers... we believe the ASA’S view that Instagram may remain a channel that can be used to communicate with adult consumers interested in the category is appropriate.”
Deborah Arnott, the chief executive of ASH, the anti-smoking group which complained about the BAT posts, said: “The ruling leaves no doubt that BAT’S social media tactics for Vype were both irresponsible and unlawful and must never be repeated.”