Elf Bar vape adverts banned in UK over ‘greener’ recycling claims

Ads gave misleading impression that recycling vapes is easy and can be done at home, says watchdog

Adverts for the vaping company Elf Bar have been banned after using the slogan recycling for a greener future" over concern they were misleading because of the environmental damage of discarded vapes.

A study by Material Focus shows that 260m disposable vapes were thrown away in the UK in 2022, making them a leading cause of the rise in plastic pollution in recent years.