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Firms under fire for using UK influencers to push nicotine products
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Posing expertly for Instagram snaps, a parade of young and beautiful DJs, models and socialites line up to endorse Velo, a brand of flavoured nicotine pouches made by British American Tobacco (BAT).
Between them, the 26 social media influencers boast 2.2m followers, and an audience that skews young, meaning they are hard to reach through traditional advertising channels.
Holding up cans of Velo to the camera, DJ GW Harrison tells his 35,000 followers: “My favourite has to be the ruby berry flavour. What’s yours?”
MC and rapper Bru-C, AKA Josh Bruce, hails the “glow in the dark technology” to his 156,000-strong audience, while another DJ, Jess Bays, gushes: “Product is so cool – especially for in the clubs!”
The former Made in Chelsea star Alex
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