From RNZ · RNZ | Te Reo Irirangi o Aotearoa · · 1m 20s
Shosha Vape Retailer Under Health Investigation
New Zealand's largest vape retailer faces health ministry probe for bypassing advertising rules.
In brief
New Zealand's largest vape retailer faces health ministry probe for bypassing advertising rules. Shosha, New Zealand's biggest vape retailer, is under health ministry investigation for using a US-based website to bypass vaping advertising regulations that took effect in June 2025. Originally reported by RNZ.
Shosha Under Health Investigation
New Zealand's largest vape retailer is under investigation by the Ministry of Health over advertising concerns.
Regulations Banned Product Images
Regulations that came into effect in June 2025 banned retailers from advertising vaping products with product images.
Shosha's Email Campaign
Shosha sent email to customers a week before June 2025 regulations to direct them to a US-based .com website.
US Website Hosted in New Zealand
The shosha.com website is hosted in the USA and does not deliver regulated products to New Zealand.
Research Shows Bypass
Researchers found Shosha's website is used to bypass regulations while targeting New Zealand customers.
Instagram Account Analysis
Shosha's Instagram account displayed vaping products with New Zealand warning labels and Matariki references.
Regulation Bypass Details
46.3 percent of posts featured bilingual Te Reo Māori warning labels, 5.9 percent included Matariki references.
Ministry Response
Ministry of Health says they are reviewing whether their position on Shosha's website has changed.
The bottom line
Shosha, New Zealand's biggest vape retailer, is under health ministry investigation for using a US-based website to bypass vaping advertising regulations that took effect in June 2025.