Vaping, smoking and drugs

Helpful information on the advertising rules for cigarettes, e-cigarettes and drugs, and examples of previous Advertising Standards Authority rulings in these areas.

Sometimes, our rules specifically refer to legislation and in others they mirror the law. One of these instances includes the advertising of cigarettes and tobacco, and e-cigarettes and vaping. We also take a strict line on the reference to drugs in advertising and generally speaking these types of references in ads are unlikely to be acceptable.

The Tobacco Advertising and Promotion Act 2002 prohibits press, poster and most advertising on the internet for tobacco products, outlaws the free distribution of tobacco products and coupons, and bans tobacco retailer ads targeted at the public. Displays of tobacco products and prices on an advertiser’s own website where such products are offered for sale are allowed.

While the promotion of products associated with traditional smoking are in the most-part banned, some forms of advertising for e-cigarettes and vaping are permitted.

The Tobacco Products Directive that came into effect in the UK in 2016 affects how these products can be advertised. Ads for nicotine-containing e-cigarettes not licensed as medicines are prohibited on on-demand television, in newspapers and magazines, on the internet, in emails and in text messages. Marketers’ own websites may present factual information about products but may not be used to promote or advertise them. However, the guidance states that ads for nicotine-containing e-cigarettes not licensed as medicines are permitted on outdoor posters and on the sides of buses not travelling outside of the UK, on leaflets, in direct hard copy mail and in the cinema.

All ads for vaping and e-cigarettes that appear in media that is permitted should still be socially responsible, not targeted at children and should not make unauthorised health and/or safety claims.

Ads for illegal substances are prohibited.

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Latest rulings

Apollo Future Technology Ltd
- Upheld
- 26 June 2024
A website for Apollo Vapes UK, www.apolloecigs.co.uk, an electronic cigarette brand, seen on 17 January 2024, featured a page titled “Affiliate Program” that stated, “1.Online Affiliates If you have a website (or other online marketing channels) that can help promote Apollo products and send traffic to our website, you...
Magflo Ltd t/a JAC Vapour
- Upheld
- 26 June 2024
A website for JAC Vapour, www.jacvapour.com, an e-cigarette retailer seen on 18 January 2024, featured a page titled “JAC Ambassador” that included text that stated “Tips for sharing. Here are some tips on how you can share and promote your JAC link/code: Get Social: Why not share on your social media accounts? Try and...
Pixus Online Ltd t/a Juicemate
- Upheld
- 26 June 2024
A website for Juicemate, www.juicemate.co.uk, an electronic cigarette brand seen on 17 January 2024 featured a page titled “Vape Affiliate Program”. Text under the heading stated, “Click here to join our affiliate program!” with linked text. Further text below stated, “[…] Earn a healthy, rewarding commission for every...
iVape London Ltd
- Upheld
- 05 June 2024
An email broke the rules by directly promoting to consumers unlicensed nicotine-containing e-cigarettes and their components.

View all rulings

Vaping, smoking and drugs

Helpful information on the advertising rules for cigarettes, e-cigarettes and drugs, and examples of previous Advertising Standards Authority rulings in these areas.

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Latest rulings

Apollo Future Technology Ltd

Magflo Ltd t/a JAC Vapour

Pixus Online Ltd t/a Juicemate

iVape London Ltd

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