NSTworld: Complaints from health groups had argued the posts were likely to appeal to people below 18 years of age.
The Advertising Standards Authority investigated Instagram posts from BAT e-cigarette brand Vype, as well as rivals Ama Vape, Attitude Vapes and Global Vaping Group.
Its ruling means BAT and the three other firms must immediately stop using Instagram to promote e-cigarettes in the UK, stop using influencers and remove any posts that breach UK advertising rules. But a spate of vaping-related deaths and illnesses and high teen addiction to e-cigarettes have raised concerns over the safety of these devices.Simon Cleverly, BAT's group head of corporate affairs, said the company would abide by ASA's decision, remove the relevant posts and amend its Instagram account.
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