The Advertising Standards Authority (ASA) has issued rulings against three electronic cigarette brands—Juicemate, Apollo Vapes UK, and JAC Vapour—for breaching advertising regulations through their affiliate programmes. These decisions are part of the ASA’s broader investigation into the promotion of e-cigarettes via affiliate schemes.

The affiliate programmes in question

The investigation focused on the affiliate programme pages of Juicemate, Apollo Vapes UK, and JAC Vapour, all seen in January 2024.

Juicemate’s website,, featured a page titled “Vape Affiliate Program.” The page invited individuals to join the programme to promote Juicemate’s vaping products in return for commissions. Affiliates were provided with unique referral links or discount codes to share via blogs, social media platforms, and email marketing.

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