Rulings

Our rulings are published every Wednesday and set out on the public record how, following a formal investigation, the advertising rules apply and where we draw the line in judging whether an ad has broken the rules. We also publish a list of companies and organisations which agree to amend or withdraw their ad without being subject to a formal ruling.

Rulings (5)

Easytek Ltd t/a Vape Superstore
- Upheld
- Website (own site)
- 03 September 2025
A website for a vape retailer misleadingly implied that their products had been tested and endorsed by the Medicines and Healthcare Regulatory Agency.
Imperial Tobacco Ltd t/a Rizla UK
- Upheld
- Social media (paid ad)
- 03 September 2025
A paid-for Facebook ad for Rizla UK was socially irresponsible and condoned the use of illegal drugs by trivialising recreational drug use.
Golden Vape UK Ltd t/a Golden Vape
- Upheld
- Search (paid)
- 14 May 2025
A paid for Google ad promoted unlicensed nicotine-containing e-cigarettes through a sponsored link.
UK Electronic Cigarette Ltd t/a UKVAPINGSTORE
- Upheld
- Search (paid)
- 14 May 2025
A paid for Google ad promoted unlicensed nicotine-containing e-cigarettes through a sponsored link.
ACME Vape Ltd
- Upheld in part
- Social media (own site), Cinema (ad)
- 04 December 2024
A cinema ad and post seen on IVG Vape’s LinkedIn page made unsubstantiated health claims and promoted unlicensed nicotine-containing vapes in unpermitted media but wasn’t directed at people under 18 through the selection of media in which it appeared.

Informally resolved (0)

Mail order cases (0)

Database cases (0)