Gogglebox icon and Tik Tok creator, George Baggs, has found himself in hot water for promoting a vape product despite not being legally able to.
After posting the e-cigarette advertisement online, investigators clamped down on the 19-year-old, who's still six years away from the age restriction set for such activity.
Aside from licensed medicine, under 25s can not promote the smoking alternative in newspapers, magazines or online.
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Upon reviewing the case, The Advertising Standards Authority confirmed that the teenager broke standards by promoting vapes. In addition, he received a ban from uploading videos of himself holding the product. He was also warned not to use under 25s for any further promo, The Sun reported.
During the investigation, the ASA discovered that George's social media activity breached the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing.
The Watchdog deemed the e-cigarette brand TBQ guilty of breaking the advertising code by using the reality star and another under 25 as part of their marketing campaign.
The ASA remain concerned that due to TikTok algorithms, even those not following George could've still consumed the content.
The clip, which was published in June last year, saw the online personality stride towards the camera, proudly posing with a HQD Wave disposable vape, while on-screen text read: "Matching my outfit with my new HQD v@pe."
The bizarre video showed a topless George changing while simultaneously inhaling from the vape, with a text caption underneath saying: "Always get asked to do these sorta vids, so here ya go 🙂 #HQDVIP #uk #trending."
As a result of the investigation, the advert was taken down and is now banned from appearing again on social media.
As part of its ruling, the ASA said: "We told HQD Tech Ltd t/a HQD Tech UK and George Baggs that marketing communications with the direct or indirect effect of promoting nicotine-containing e-cigarettes and their components which were not licensed as medicines should not be made from a public TikTok account.
"We also told HDQ Tech that if advertising in media permitted, they must not show people who are, or seem to be, under 25 years of age, using e-cigarettes or playing a significant role."
As per The Sun, George and HDQ, reached an agreement in which the popular social media sensation, would post two new products between May 27 and July 30, 2022, on his TikTok page in order for the company to capitalise on his mass following.
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