The Advertising Standards Authority (ASA) has ruled against three e-cigarette brands – Juicemate, Apollo Vapes UK and JAC Vapour – for breaching advertising regulations through their affiliate programmes. These rulings are part of the ASA's wider investigation into the promotion of e-cigarettes through affiliate schemes.
The affiliate program in question
The investigation focused on affiliate program pages for Juicemate, Apollo Vapes UK and JAC Vapour, identified in January 2024.
Juicemate's website, www.juicemate.co.uk, had a page called “Vape Affiliate Program.” The page invited individuals to join the program to promote Juicemate's e-cigarette products in exchange for a commission. Affiliates were provided with a unique referral link or discount code that they could share on their blogs, social media platforms and email marketing.
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