UK Advertising Authority Cracks Down on Vape Ads, Bans Two Big Names

May 14, 2025, Big news out of the UK vape scene today: The UK Advertising Standards Authority (ASA) today said that it has upheld complaints against two electronic cigarette companies for breaking advertising rules. Paid-for Google advertisements from UKVAPINGSTORE and Golden Vape UK Ltd. were found to be promoting unlicensed, nicotine-containing e-cigarettes - a violation of the UK’s CAP Code. In its ruling, the ASA reported that UKVAPINGSTORE did not cooperate with the investigation process, but Golden Vape UK Ltd passed responsibility to another third-party aggregator. However, the authority reconfirmed that the business is responsible for the marketing of its products, irrespective of a third party's involvement. The ASA wasn’t messing around either. UK VAPING STORE didn’t even respond to the authority’s queries, which only worsened things. Golden Vape tried to play it cool, saying a third-party company ran the ad, but ASA made it clear: if it’s your brand, then it is your responsibility. This is part of a bigger push from regulators cracking down on vape marketing in the UK, especially online. These decisions come as the UK government gets set to prohibit single-use vapes from June 1, 2025, which signals greater scrutiny of the sector. Mostly, those vapes are banned, including high nicotine, one-time use, or having big puffs.

What does this mean for vapers and businesses?

Industry stakeholders are strongly encouraged to take time and critically examine their ways of advertising and partnerships to ensure total compliance with the existing guidelines and forthcoming legislative changes. If you are in the vaping industry or advertising vapes in the UK, it is time to rethink your ad campaigns, affiliates, and marketing partners. ASA rulings are found at asa.org.uk.