ArticleNicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco2021
E-Cigarette Advertising in the UK: A Content Analysis of Traditional and Social Media Advertising to Observe Compliance with Current Regulations.
Article in Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco, 2021. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 14 papers.
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Who cites it
14 citing papers in PubMed.
- Advertising of orthodontic appliances on websites in the UK: Do they comply with advertising standards? A cross-sectional study.Journal of orthodontics · 2026Article
- Co-production of a youth advocacy video on the harms of e-cigarette advertising in Scotland.Health promotion international · 2025Article
- Marketing claims on the websites of leading e-cigarette brands in England.Tobacco control · 2025Article
- Cross-Country Comparison of Bans on Internet Tobacco Advertising, and Search Interest in Vaping Products.Tobacco use insights · 2025Article
- A Content Analysis of Nicotine Descriptors on the Front of Vape Packaging in the United Kingdom.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2024Article
- Changing awareness and sources of tobacco and e-cigarettes among children and adolescents in Great Britain.Tobacco control · 2024Article
- Awareness and use of short-fill e-liquids by youth in England in 2021: findings from the ITC Youth Tobacco and Vaping Survey.Tobacco control · 2024Article
- Article
- Marketing claims, promotional strategies, and product information on Malaysian e-cigarette retailer websites-a content analysis.Substance abuse treatment, prevention, and policy · 2024Article
- Youth's exposure to and engagement with e-cigarette marketing on social media: a UK focus group study.BMJ open · 2023Article
- The Promotion of Premium Cigars on Social Media.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2023Article
- E-Cigarette Marketing on Social Media: A Scoping Review.Current addiction reports · 2023Article
- A Comparative Analysis of E-Cigarette and Cigarette Posts on Instagram.International journal of environmental research and public health · 2023Article
- Exposure to e-cigarette advertising and young people's use of e-cigarettes: A four-country study.Tobacco induced diseases · 2023Article
Corrections and comments
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Authors and funding
6 authors.
Funding
Abstract
introductionThe advertising of e-cigarettes in the UK is regulated through the revised EU Tobacco Products Directive and the Tobacco and Related Products Regulations, with further rules set out in the Advertising Standards Authority (ASA) Committees of Advertising (CAP) Code. Focusing on the ASA CAP Code Rules, we examined e-cigarette advertising regulation compliance in traditional advertising channels and on social media.
methodsWe conducted a content analysis of UK e-cigarette and related product advertising using a randomly selected sample (n = 130) of advertising in traditional channels and on Instagram which appeared between January and December 2019. All ads were independently double-coded to assess compliance with each CAP Code Rule.
resultsIn traditional channels, our sample of advertising had largely good compliance. Only very small numbers of these ads appeared to be clearly in breach of any of the ASA rules (5% were in breach of Rule 22.7; 2% of Rule 22.9; and 1% of Rule 22.10). In contrast, we judged that all of the Instagram sample (n = 30) was in breach of Rule 22.12. For some rules, it was not possible to make definitive judgments about compliance, given uncertainty regarding how a rule should be interpreted and applied.
conclusionsWe found overall good compliance for advertising in traditional channels, but assessed all of our social media advertising samples was in breach of regulations. Current guidance on e-cigarette advertising could be improved to facilitate e-cigarette advertising assessment and regulation. It would be beneficial to bring consumer perspectives into the assessment of regulation compliance. IMPLICATIONS: The regulation of e-cigarette advertising is a global concern. The UK Government has a statutory obligation to review the Tobacco and Related Products Regulations by May 2021. This study assessed compliance with current UK e-cigarette advertising regulations on placement and content. We identified areas where greater clarity is needed and outlined implications for future regulation.
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