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A Chinese-owned e-cigarette brand has been accused of circumventing British advertising rules designed to protect children by recruiting TikTok stars to ‘review’ its products.

An investigation conducted by The Observer found that the brand has muddied the waters between advertising and reviewing by paying for coverage of its colorful disposable e-cigarettes. The paper uncovered examples of social influencers being paid to promote the products, which come in a variety of sweet flavors that could appeal to children, including cola and cotton candy.