Uk Online Vape Marketing Regulations

Unlike traditional combustible nicotine products, the marketing of vape products is allowed within the UK. However, due to the nature of the products certain limitations are still in place. This is a measure we work closely with and keep a constant eye on to make sure we work within the guidelines and law whilst getting the most we can for our client’s businesses. So, let’s look at what the guidelines say and how we can work within them for your brand!

WHAT IS AND ISN’T ALLOWED?

The guidelines put in place for the UK market by CAP (Committee of Advertising Practice) were updated in 2017. This update prohibited the advertising of medically unlicensed nicotine-containing e-cigarettes in certain media, namely broadcast and digital. This was an update guided by a change in UK law that relates to the legislative bans contained in the Tobacco and Related Products Regulation 2016.

So, there are set rules and regulations put in place and written down – this should be easy then! Well, like with many things this isn’t as straightforward as it would initially seem. In layman’s terms, the promotion of vaping products (including nicotine containing disposables, liquids and devices that can be used with nicotine liquid) that are not licensed as medical cannot be promoted on digital media outside of the marketer’s own website. Confused? Don’t worry, we’ll try and break this down.

In the CAP Code, which applies to non-broadcast advertising, rule 22.12 states:

22.12 Except for media targeted exclusively to the trade, marketing communications with the direct or indirect effect of promoting nicotine-containing e-cigarettes and their components which are not licensed as medicines are not permitted in the following media:

- Newspapers, magazines and periodicals
- Online media and some other forms of electronic media Factual claims about products are permitted on marketers’ own websites and, in certain circumstances, in other non-paid-for space online under the marketer’s control.

This is the list put out by CAP that may be considered prohibited on online media channels:

- Commercial email, commercial text messaging and other electronic messaging service.
- Online (“display”) advertisements in paid-for space (including banner or pop-up advertisements and online video advertisements).
- Paid-for search listings; preferential listings on price comparison sites; viral advertisements advertising guidance: non-broadcast and broadcast.
- Paid social media placements, advertisement features and contextually targeted branded content.
- In-game advertisements (including augmented reality and virtual reality environments).
- Commercial classified advertisements.
- Advertisements which are pushed electronically to devices.
- Advertisements distributed through web widgets.
- Promotional marketing online.
- Affiliate links.
- In-app advertising.

Now we know this list makes it seem like there are very few options for promoting or showcasing products in the vaping sector, but it isn’t as black and white as it seems. Here at Vape Marketing, we know what is acceptable and what isn’t. It’s our in-depth industry experience that means we can showcase brands and products safely, effectively and legally.

OUR APPROACH

How do we tread carefully around the minefield that is marketing nicotine products? Our main approach is to grow our brands organically on social media using a showcasing strategy. This means we don’t pay for sponsored posts, which would go against the rules. We also focus on showcasing products as opposed to overtly promoting them and their benefits in an overly sales orientated way.

WHAT WE AVOID

- Paid promotion on social media.
- Posts with health claims.
- The use of childish or child friendly imagery or characters.
- Banners on websites linking to products or brands.
- Use of celebrities or influencers in campaigns who are popular with a youth audience.

WHAT TOOLS WE USE

- Organic posting across social media platforms.
- Following relevant social media accounts to increase follow-back activity.
- High quality graphic and photographic posts that showcase products.
- Targeted email campaigns to stores, partnered retailers and consumers (with the option to unsubscribe at any point).
- Carefully curated and researched copy writing and use of relevant hashtags.
- In-post links to retailers (not affiliate links).
- A heavy focus on B2B marketing.
- Use of industry relevant influencers for campaigns.