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E-cigarette companies in the UK cannot publish promotional material such as discount codes on private servers on the social media platform Discord – even if the content is accessible only to those actively seeking it.
The UK Advertising Standards Authority (ASA) recently ruled against vape company Elf Bar on a promotion the company ran on its own server on Discord – a topic-based collection of private and public message boards and chat rooms. Elf Bar’s Discord server was accessible via invitation only. Users could only join the server and view content if they accepted an invitation, meaning content was only available to those seeking it out.
