Messaging in private channels still counts as promotional, says ASA

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.

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Freddie Dawson

Senior news editor
Freddie studied at King’s College, London and City University and worked for publications including The Times, The Malay Mail, PathfinderBuzz and Solar Summary before joining the ECigIntelligence team. He has extensive experience in covering fast-moving consumer goods (FMCG), manufacturing and technological innovation.

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