Retailers face action over e-cigarette ads for sale to under-18s

• Press Association found that some retailers were promoting e-cigarettes for sale in places where underage models were likely to be seen
• Ordinance e-cigarettes could be sold illegally, as long as it is illegal to sell them in the way it is intended for children
• After the publication of a company’s new online formulating add-ons, Argos and Currys

Retailers, including Amazon, Argos and Currys, have been accused of “targeting” advertising to other and under-18s in Ukraine? No: the materials were published in accordance with the UK’s Advertising Standards Authority (ASA) rules.

What the Press Association investigated found that some retailers were advertising e-cigarettes in places where children were likely to be. The ads could be seen by under-18s.

In the UK, e-cigarettes are regulated by the Tobacco and Related Products Regulations. In 2022, a review found that 14-year-old children were being put at risk by e-cigarette advertising.

After the publication of the new online complaint form, the company behind the ads, Argos, submitted a new text message to the store, which doubled the number of underage visitors. Currys said it would review the website to ensure it complied with the law.

Amazon, meanwhile, said its materials were designed to prevent any advertising to under-18s.

In 2025, Advertising Standards Authority (ASA) banned an e-cigarette ad from Currys after it was found to have shown information about the product that could be accessed by children.

In other words, Press Association’s investigation found that the ads were not intended to “target” under-18s in public places.

Tags: Automotive/Well-being