HOW TO ADVERTISE VAPING & E-CIGS IN THE UK
- Sam
- Jul 30, 2025
- 2 min read
Updated: Aug 1, 2025
We Handle the Rules Around Vaping Ads. You Focus on Results.
If you’re trying to run a campaign for a vaping or e‑cigarette product in the UK, you’ve probably already run into a wall of restrictions, platform bans and legal jargon. It’s complicated, confusing, and getting stricter.
At Zeta Media, we make advertising vape, e-cig and nicotine products simple.
We know the rules, the loopholes, and the changes coming down the line – and we’ll handle everything for you. You’ll get:
✅ A compliant campaign ✅ Targeted results ✅ Total peace of mind
So while your competitors are getting takedown notices, fines or bans, you’ll be running clean, clever, high‑impact campaigns without lifting a finger.
HOW WE DO IT
🔹 We plan around the law – no risky media choices, no banned formats
🔹 We pre-clear all creative – so nothing gets blocked after going live
🔹 We handle all the boring (but vital) legal detail – you stay focused on sales
🔹 We stay ahead of regulation changes – and adjust your campaign accordingly
WHAT ARE THE RULES?
Here’s a quick breakdown of the current UK vaping ad landscape:
🚫 Advertising Restrictions (As of 2025)
Nicotine e‑cigs (unless licensed as medicine) cannot be promoted on:
TV or radio
Newspapers or magazines
Social media or most online platforms
The ASA CAP Code (Section 22) bans these ads from appealing to under‑18s, using youth-oriented imagery, or making misleading claims
You can’t feature anyone who looks under 25, nor imply health benefits
Trade-only materials and factual web listings may be allowed, with caution
🔄 What’s Changing?
Disposable vapes will be banned in the UK from mid-2025
The Tobacco & Vapes Bill proposes:
Total ban on advertising and sponsorship
Plain packaging
No flavours appealing to children
Stricter ASA enforcement powers
TL;DR:
In short, what’s allowed today may be banned tomorrow. And getting it wrong can result in takedowns, bad PR – or worse.
WHY YOU CAN'T AFFORD TO D.I.Y THIS
Brands and retailers are already being penalised by the ASA for breaching rules they didn’t even know existed. The watchdog is using AI and proactive tools to scan online campaigns for breaches.
One wrong step – even unintentional – can shut your ad down and land you on a public enforcement list.
DON'R RISK IT. LET ZETA MEDIA HANDLE IT.
Running a successful vape or e‑cig campaign in the UK is still possible – you just need to know the landscape.
And we do.
Zeta Media manages everything – campaign planning, creative approvals, media buying, compliance, monitoring and reporting. You get an effective campaign that reaches the right audience without ever crossing the line.
Want to Advertise a Vaping Product in the UK?
Let’s chat. We'll help you do it legally, effectively, and without stress.
📞 Contact Zeta Media Now