# Shosha Vape Retailer Under Health Investigation

> New Zealand's largest vape retailer faces health ministry probe for bypassing advertising rules.
- Title: Shosha Vape Retailer Under Health Investigation · RNZ
- Summary: New Zealand's largest vape retailer faces health ministry probe for bypassing advertising rules.
- Keywords: shosha, vape retailer, advertising regulations, ministry of health, new zealand, vaping products, te reo māori warning labels, matariki, RNZ
- Source: RNZ — https://rnz.co.nz/news/health/2579219/country-s-largest-vape-retailer-under-investigation-over-advertising-concerns
- Author: RNZ | Te Reo Irirangi o Aotearoa
- Published: 2026-11-13T03:31:59+00:00
- Read time: 1 min
- Topics: shosha, vape retailer, advertising regulations, ministry of health, new zealand, vaping products, te reo māori warning labels, matariki, politics, news
## 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.
## Key takeaway

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.