How New Zealand Vape Retailer Circumvent Online Marketing Restrictions

A largest vape retailer in New Zealand, has been accused of hiding product descriptions on its website through “white background and white text”, only displaying them when users highlight them, allegedly bypassing online display restrictions implemented last year. The New Zealand Ministry of Health stated that it will not comment on the compliance status of individual businesses during the assessment of relevant matters, but will take action when it deems it possible to violate the law.

Quick overview of key points:
1. They the largest vape retailer in New Zealand, with approximately 125 stores.
2. Vape Free Kids NZ discovered that theirs website hides product descriptions with white text on a white background, only visible when highlighted.
3. The relevant regulations are described as restricting website product information to only display brand, style name, specifications, and price.
4. The Ministry of Health stated that it does not comment on the compliance status of individual enterprises and will monitor and take action when deemed potentially illegal.

Calvin Cochran, a researcher at the University of Otago in New Zealand, said that hidden text, although almost invisible to visitors, may be used by Google for search ranking.

New Zealand’s Smoke Free Environment and Regulated Products Act prohibits discounts on vape products, prohibits the sale of disposable vapes, and prohibits vape advertising and display.

Cochrane stated that theirs website’s provision of “free shipping for purchases over 50 New Zealand dollars” may also violate the updated regulations. They have established an international domain website that replicates its New Zealand vape website, bypassing local regulations by displaying product images and complete descriptions.

The New Zealand government has made amendments to the 1990 Smoke Free Environment and Controlled Products Act

Mainly reflected in the following points:
• Aggravated punishment for illegal activities
• Professional vape shops have higher requirements for location
• Information requirements for general retailers and other regulated product sellers
• Stricter control over retail visibility and display of vape products
• Explicitly prohibit disposable vapes
• Prohibit vape retailers from advertising
• Prohibit the abuse of discount and gift promotion models

Reference: Recent changes to Smokefree laws | Ministry of Health NZ

For this New Zealand giant vape retailer, based on my understanding. Their reputation in the vape industry is very good. Its product categories are complete, and the taste matches the preferences of local consumers very well. Received unanimous praise from consumers.

For theirs supplier, mostly are from China vape brand and vape manufacturer. All of them are well-known enterprises in the vape industry, with professional production standards and excellent vape device products provided by their factories. I hope they will do better in the future.

Reference: NZ’s largest vape retailer found using hidden text to advertise products | The Press