- ARB amendments clarify that all marketing must avoid audiences under 18 with age-appropriate placement and content safeguards.
- Prohibited content standards and mandatory age labeling improve compliance across social media and other platforms.
- Industry pledges to report violations and work with authorities to prevent youth exposure to vapour products.
The South African vaping industry has applauded new Advertising Regulatory Board (ARB) rules that explicitly ban marketing vapour products to anyone under 18, ensuring stricter safeguards on social media, in stores, and across all platforms to protect minors from exposure.
The revised code introduces three safeguards to strengthen the protection of minors. All advertisements must be placed in settings that do not appeal to young audiences. Marketing materials cannot feature personalities or include themes, imagery, music, or language likely to attract minors. Additionally, all vaping products must carry clear age restriction labels stating either "Adults 18 plus only" or "No under 18 age".
Direct safeguards for digital and offline marketing
Asanda Gcoyi, chief executive officer of the Vapour Products Association of South Africa (VPASA), said the amendments provide much-needed clarity and guidance. Lax enforcement on social media has allowed some influencers and retailers to reach younger audiences with inappropriate marketing. These amendments clarify what is permissible and reinforce the industry’s commitment to preventing underage exposure, she said.
VPASA encourages all manufacturers, distributors, and retailers to familiarize themselves with the amended code and ensure full compliance. The association has also stated that it will report any marketing that targets or exposes underage audiences.
Commitment to compliance and public vigilance
The vaping industry has pledged to continue working with the ARB, government authorities, and civil society organisations to identify and eliminate marketing practices that endanger youth. Gcoyi added that protecting the youth from harmful marketing is essential.
The public is urged to report any social media or other marketing content that clearly targets minors so that formal complaints can be made and appropriate action taken.
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