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)

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.
Belle Baby Ltd
- Upheld
- Website (own site)
- 09 April 2025
A website, which featured a product listing for a swimsuit, included an image of a child portrayed in a sexual way.
Shenzhenshi Senyi Dianzi Shangwu Youxiangongsi t/a Plum-Marketing
- Upheld
- Internet (classified)
- 12 March 2025
An Amazon product listing was socially irresponsible as it condoned an unsafe practice and featured very young children playing with a toy that was likely to cause them physical harm.
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 (1)

GoBrands Euro Intermediate Holdings SARL t/a gopuff
- 17 July 2024
- Number of complaints: 0
Media: Internet
Topic: Vaping, smoking and drugs

Mail order cases (0)

Database cases (0)

Rulings

GoBrands Euro Intermediate Holdings SARL t/a gopuff