Transport for London (TfL) stated that it collaborates with advertisers to ensure compliance with all advertising guidelines.
Disposable e-cigarettes, composed of plastic and featuring a lithium battery, have faced criticism for generating litter, causing contamination, and igniting fires in waste collection vehicles.
Approximately one million disposable vapes are discarded each week in the UK.
Critics contend that the vapes are not recyclable Advertisements promoting the "green consciousness" of Elfbar vapes are displayed on the sides of some London buses and on bus stands throughout the city.
The Advertising Standards Authority (ASA) confirmed that it is "reviewing" the complaints but is not currently conducting a formal investigation.
'Greenwashing Attempt' Greenpeace labeled the advertisements a "clear attempt to cloak an environmental problem in a superficial layer of eco-friendliness."
Anna Diski, a plastics campaigner at the organization, stated, "In reality, these products are emblematic of our throwaway culture. What other piece of technology is designed to be discarded so quickly? Despite any claims to the contrary, they are practically impossible to recycle."
Elfbar argued that the advert aims to promote the proper disposal of e-cigarettes.
Certain vape retailers operate recycling initiatives, and some local authorities accept these vapes at their recycling centers.
Over a million single-use vapes are believed to be discarded in the UK weekly However, the Local Government Association (LGA), representing councils, has recently advocated for a complete prohibition on disposable vapes.
The LGA explained, "Single-use vapes are designed as one unit so batteries cannot be separated from the plastic, making them almost impossible to recycle without undergoing specialized treatment."
A spokesperson from TfL stated that the organization collaborates with advertisers to ensure that any e-cigarette campaigns align with the ASA's latest regulations and incorporate appropriate messaging.
The spokesperson added that TfL regularly meets with the ASA and would address concerns about the limited recyclability of these products during ongoing discussions.
The ASA clarified, "Our guidelines stipulate that claims in advertisements, including environmental assertions, require substantial supporting evidence."
In response, Elfbar informed the BBC that it had developed new products that can be disassembled, rendering them more suitable for recycling.
Furthermore, the company stated that it is introducing additional recycling facilities and striving to encourage recycling through campaigns. Photo by Ibex73, Wikimedia commons.