Elf Bar Vape Adverts Banned Over


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Elf Bar Vape Adverts Banned Over
Elf Bar Vape Adverts Banned Over

Adverts for Elf Bar vapes have been banned after utilizing the phrase “recycling for a greener future” regardless of not being broadly recyclable. 

Hundreds of thousands of discarded vapes go to landfill. In 2022, UK customers have been throwing away round two disposable vapes every second.

The banned advertisements, which appeared on London buses and digital billboards, appeared recycling the vapes was straightforward and may very well be achieved at residence.

However as vapes depend as electrical gear, they must be recycled both at retailer drop-off factors or at native council recycling stations.

These “limited options” is probably not broadly accessible to customers, the Promoting Requirements Authority (ASA) mentioned.

The watchdog concluded the advertisements have been “misleading” as a result of individuals would perceive they might be capable to recycle the single-use vapes simply.

The advertisements included photographs of the Elf Bar 600 V2 vape alongside the phrases “recycling for a greener future” and “green awareness” and the recycling image.

The declare “for a greener future” was “ambiguous”, the ASA mentioned, and may very well be understood to imply Elf Bars have been much less environmentally damaging than different vapes.

The environmental influence of disposal vapes prompted the Local Government Association (LGA) to call for a ban earlier this 12 months, whereas Scotland is also mulling prohibiting the product.

Picture: Pic: ASA

Learn extra:
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New study launched into long-term impact of vaping

AdFree Cities was one of many complainants. On X, previously Twitter, it wrote: “Disposable vapes are a major source of plastic pollution and the vast majority are not recycled.”

It mentioned the advertisements highlighted a “major legal loophole” which permits nicotine-containing vapes to be marketed outside and on the level of sale, whereas promoting elsewhere is banned.

Picture: Pic: ASA

The ASA mentioned the advertisements should not seem once more and advised Elf Bar to verify future advertisements “did not mislead as to the environmental impact or benefit of their products”.

An Elf Bar spokesperson advised Sky Information: “We are disappointed by any confusion this advertisement may have caused. Furthermore, we regret it has distracted from the progress of our GreenAwareness recycling project – a genuine and important effort to make it easier for adults to dispose of single-use vapes responsibly.

“As a part of the continuing programme, now we have made our product simpler to gather and disassemble for recycling functions and purpose to determine a closed-loop system by 2025. We’re dedicated to those measures and complying with the rules set forth by the ASA.”

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