Big Tobacco confirm 'earned social media' tactics as ad authorities investigate

Advertising authorities are investigating the use of influencers to promote e-cigarette products on social media as one major tobacco company confirms it focuses on earned media tactics to reach adult consumers.

by Arvind Hickman and Stephen Delahunty
Lily Allen's Instagram posts promoting Vype, including this, is under investigation by the ASA.
Lily Allen's Instagram posts promoting Vype, including this, is under investigation by the ASA.

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