UK authorities ban BAT from promoting e-cigarettes on Instagram

Following complaints filed by health organizations (Campaign for Tobacco-Free Kids (CTFK), Action on Smoking and Health (ASH) and Stopping Tobacco Organizations & Products (STOP), the public authority responsible for controlling advertising in the United Kingdom, hasAdvertising Standards Authority (ASA) has banned British American Tobacco (BAT) from using any public Instagram account to promote e-cigarettes in the UK, including through the use of e-cigarette influencers. These influencers use Vype and other content to appeal to young people through mentions of fashion, travel, popular films and celebrities. These posts are designed to reach a broad audience using popular hashtags and do not appear to be promotional and funded like #throwbackthursday or #style, #idareyoutotryit…

UK regulations clearly prohibit online advertising of e-cigarettes, but allow a manufacturer to provide factual product information such as the name, contents and price of the product on its own websites. The ASA’s decision clarifies that social media accounts, such as @GoVype operated by BAT, are not analogous to a website. Therefore, no factual or promotional content for e-cigarettes is permitted on them.

“ The ASA's decision is a major step forward in stopping tobacco companies from using social media to advertise to young people in the UK and around the world. " said Mark Hurley, international communications director for the Campaign for Tobacco-Free Kids. While the ASA’s decision is welcome news, urgent policy change is needed from Facebook, Instagram and Twitter to stop BAT and other tobacco companies from using social media to advertise their harmful products to young people around the world.. »

The law explicitly stated that any online advertising of e-cigarettes is not permitted. BAT’s defence was that it was providing “information” on Instagram and social media and was not promoting its products. The communication arrangements were clearly characterised as advertising in the ASA’s decision and should therefore be rejected.

Online advertising of e-cigarettes is banned in all European Union countries.