Chinese vaping giant flouting UK advertising rules on selling to children

Observer investigation finds Chinese-owned brand Elf Bar is fuelling the boom in e-cigarettes among young people as social media influencers on TikTok promote its goods in an apparent breach of advertising rules

A leading e-cigarette brand is flouting rules to promote its products to young people in Britain, an Observer investigation has found, as experts warn that brightly coloured, sweet-flavoured vapes are being used by children as young as seven.

Elf Bar, a Chinese-owned vaping giant that has seen the use of its products by under-18s soar in the past year, is being promoted by social influencers, who in some cases claim to be paid for the promotions and benefit from free products.