Adverts for Elf Bar vapes have been banned after utilizing the phrase “recycling for a greener future” regardless of not being extensively recyclable.
Millions of discarded vapes go to landfill. In 2022, UK customers had been throwing away round two disposable vapes each second.
The banned adverts, which appeared on London buses and digital billboards, appeared recycling the vapes was simple and could possibly be carried out at house.
But as vapes depend as electrical gear, they should be recycled both at retailer drop-off factors or at native council recycling stations.
These “limited options” is probably not extensively obtainable to shoppers, the Advertising Standards Authority (ASA) stated.
The watchdog concluded the adverts had been “misleading” as a result of folks would perceive they might be capable to recycle the single-use vapes simply.
The adverts included photos 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 stated, and could possibly be understood to imply Elf Bars had been much less environmentally damaging than different vapes.
The environmental influence of disposal vapes prompted the Local Government Association (LGA) to name for a ban earlier this yr, whereas Scotland can also be mulling prohibiting the product.
How dangerous is vaping and is it higher than smoking cigarettes?
New examine launched into long-term influence 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 stated the adverts highlighted a “major legal loophole” which permits nicotine-containing vapes to be marketed outdoor and on the level of sale, whereas promoting elsewhere is banned.
The ASA stated the adverts should not seem once more and informed Elf Bar to verify future adverts “did not mislead as to the environmental impact or benefit of their products”.
An Elf Bar spokesperson informed Sky News: “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 continued programme, we have now made our product simpler to gather and disassemble for recycling functions and goal to determine a closed-loop system by 2025. We are dedicated to those measures and complying with the rules set forth by the ASA.”