A Guide to Doing the Impossible

If you’re in the vaping industry, it probably feels like the universe has conspired against you when it comes to marketing. Between tight regulations and public scrutiny, promoting your products can feel like shouting into a void. And to make things even more challenging, platforms like Google and Meta have taken a hard stance against vape ads because the industry is classed as “tobacco.”

So, what are your options? Let’s explore how to navigate this restrictive landscape without breaking any rules or your spirit.

No Google Ads, No Meta Ads, No Problem?

Let’s address the elephant in the room: digital advertising giants don’t want your vape ads. Google, Facebook, Instagram, none of them are letting you boost your posts, run PPC campaigns or otherwise promote your business. Why? Because vaping products are lumped into the same category as tobacco, making them ineligible for paid promotion on these platforms.

This means you’ll need to think outside the (nicotine-free) box. Organic reach, creative seo strategies, and good old-fashioned grassroots marketing are your new best friends. While it’s a harder road to travel, it’s not impossible.

How to Market in a World Without Marketing

If you can’t run ads, you’ve got to get creative. Here’s how to spread the word about your vaping business without breaking the rules:

1. Wrap It Up: Car Wraps for the Win

Turn your vehicle into a mobile advertisement. A well-designed car wrap with your brand logo, website, and tagline is a fantastic way to get noticed wherever you go. Whether you’re parked outside your shop or cruising through town, your car becomes a rolling billboard. Bonus points if you park it in high-traffic areas to maximize visibility.

2. Social Media Without Paid Ads

While you can’t run ads on social platforms, you can still use them to engage with your audience organically.

• Post valuable content: Share tips, product updates, and educational posts. For example, “How to Use a Shortfill” or “Vape Battery Safety Tips.”

• Use influencers: Collaborate with vaping influencers who align with your brand. They can spread the word to their followers, creating buzz you can’t generate on your own.

• Engage with your audience: Respond to comments, host Q&A sessions, and create polls. A lively social media presence keeps you on your audience’s radar.

3. Old-School Networking

Sometimes, old-school tactics work best. Distribute branded merchandise like reusable bags, pens, or lanyards. People love free stuff, and they’ll remember your brand every time they use that tote bag or pen.

The Vape Tax Will Bring More Problems

Just when you thought the marketing restrictions were tough enough, the upcoming vape tax is ready to stir the pot even more. Scheduled to come into effect in October 2026, this tax will add £2.20 per 10ml of e-liquid. The result? Higher prices for vapers and tighter margins for businesses.

This change is bound to push more customers toward budget alternatives or DIY solutions, which means you’ll need to work even harder to stay competitive. Unfortunately, it might also give rise to more black-market products, an issue no one in the industry wants to face.

And while businesses grapple with new pricing strategies, consumers are likely to look for value wherever they can find it. It’s a tough balancing act, but businesses that adapt quickly, offering innovative products like longfills and exceptional customer service, will stand a better chance of weathering the storm.

During this confusing time, vapers will take to a good old fashioned google search. So now is the opportunity to create guidance and help topics on your site that can both help and convert vapers to your site.

The Disposable Vape Ban: A Change We Can Get Behind

Among the proposed changes, the ban on disposable vapes stands out and not necessarily for bad reasons. Let’s be honest, the vaping industry could use some housecleaning, and disposables have been causing their fair share of headaches.

1. Too Readily Available to Underage Vapers
   Disposables are easily accessible and have contributed to an alarming rise in underage vaping. With bright colours and fruity flavours, they’ve been a magnet for younger audiences—exactly the demographic regulations are designed to protect.

2. Environmental Nightmare
   Disposables are almost impossible to recycle. Each device contains a mix of plastic, electronics, and lithium batteries, which makes proper disposal a logistical mess. Banning disposables could steer the industry toward more sustainable options and reduce the environmental impact.

While the ban might seem like another blow to the industry, it’s an opportunity to refocus on refillable devices and sustainable practices—areas where businesses can genuinely innovate and set themselves apart.

Final Thoughts: Creativity Is Key

The vaping industry’s marketing restrictions might feel like a straitjacket, but with creativity and perseverance, it’s possible to thrive. Focus on organic reach, build strong community connections, and embrace innovative solutions to tackle new challenges like the vape tax and the disposable ban.

In the end, businesses that stay nimble, eco-friendly, and customer-focused will emerge as leaders in this evolving landscape. So, wrap that car, post that reel, and let your creativity shine—just not through a Google ad.