Observer investigation finds Chinese-owned brand Elf Bar is fuelling the boom in e-cigarettes among young people as social media influencers on TikTok promote its goods in an apparent breach of advertising rules
But promotions on TikTok for Elf Bar products appear to openly flout those rules.
Her content, which has been viewed 5m times, includes a video of her trying a cherry-flavoured disposable Elf Bar vape on camera, which is presented as a review but contains a small label stating it is an ad. “Oh my God! She’s pretty,” she says, unwrapping the vape and testing it on camera. “That is beautiful. It tastes like cherryade ... I’m obsessed. I love it. I think it beats every flavour I’ve tried so far.
A spokesperson said: “Our guidelines make clear that content promoting the sale, trade or offer of ... vaping products is not permitted, regardless of age. We have investigated and removed the content flagged to us and taken action against these accounts.” Anecdotal evidence from headteachers is pointing to a much bigger problem. We are potentially creating an addictionPublic health directors are now supporting calls for tighter regulations on e-cigarettes after warning of reports that children as young as seven are vaping. They also want new restrictions on the promotion of vaping to young people.
into the government’s ambition to make England smoke-free by 2030 warned last month of a “wild west” of vaping products available online. The report said vapes were “at least 50% and probably closer to 95% less harmful than a cigarette”. The report said schools and college leaders were relating that vaping products were too easily available to under-18s.
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