Voxly Vision
Does this apply to me?
The regulations apply to anyone advertising nicotine-containing e-cigarettes and refill containers in the UK, including:
- Vape manufacturers and retailers
- Online sellers and their advertising intermediaries
- Publishers and platforms carrying vape ads
They are enforced by Trading Standards, but because the ban is mirrored in CAP rule 22.12, most complaints are adjudicated by the ASA. Licensed medicinal vaping products are treated differently.
Key rules
The main restrictions:
- No advertising of unlicensed nicotine vapes online, in newspapers and magazines, or on on-demand services.
- Some channels remain available — such as posters and point-of-sale — but are tightly constrained and subject to the CAP rules.
- Responsibility for third-party placement — retailers can be held responsible for ads placed on their behalf.
Common breaches
Typical failings:
- Paid online ads — including paid search and social — for nicotine vapes.
- Affiliate and aggregator placements the retailer didn't directly create.
- Content on channels where vape advertising isn't permitted.
How Voxly Vision checks an ad against this code
Every report shows an overall verdict, the rules at stake and a recommended fix. For vapes, Voxly Vision flags ads running in channels where nicotine vape advertising isn't allowed, including placements made by affiliates.
Recent rulings
UKVAPINGSTORE
Upheld · 14 May 2025
A paid Google ad showing nicotine vape pods was placed by a third-party aggregator, not the retailer. The ASA still held the retailer responsible for the ad.
Rules breached: 22.12 E-cigarette media ban
Frequently asked questions
Can you advertise vapes online in the UK?
No — advertising unlicensed nicotine vapes online, in the press and on on-demand services is banned under these regulations and CAP rule 22.12.
Are any vape channels still allowed?
Some tightly constrained routes such as posters and point-of-sale remain, subject to the CAP rules, but mainstream online and press advertising is prohibited.
Who handles vape ad complaints?
Most are adjudicated by the ASA via CAP rule 22.12, which mirrors the regulations.
Am I responsible for ads an affiliate places?
Yes. The ASA has held retailers responsible for vape ads placed on their behalf by third parties.