Shosha Accused of Using “Hidden Text” in Online Vape Marketing
New Zealand’s largest vape retailer, Shosha, is accused of hiding product descriptions on its website using “white text on a white background,” only making them visible when highlighted by the user, allegedly circumventing online display restrictions implemented last year. The New Zealand Ministry of Health stated that it would not comment on the compliance status of individual businesses while evaluating the matter, but would take action if it believed a violation had occurred.
Key Points
- Retailer Profile: Shosha is New Zealand’s largest vape retailer with approximately 125 stores.
- Alleged Website Practice: Vape-Free Kids NZ discovered that Shosha’s website hides product descriptions using white text on a white background, only visible when highlighted.
- Regulatory Framework: Regulations limit website product information to brand, model name, specifications, and price.
- Government Response: The Ministry of Health said it would not comment on a single company’s compliance status but would monitor and act if a violation is identified.
Advocacy Groups Raise Concerns About Website Content
January 12, 2026 – According to The Press, Shosha, New Zealand’s largest vape retailer, is accused of using “hidden text” for online marketing on its website.
Marnie Wilton and Anna Stewart, co-founders of Vape-Free Kids NZ, said that during the Christmas season, Shosha used cartoon Santa Claus images to promote products on its website, which they believe target teenagers.
Allegations of Circumventing Online Display Restrictions
They further pointed out that product descriptions on the Shosha website appear as white text on a white background, only visible when highlighted by the user. They believe this may violate vape regulations introduced last year. Which limits website product information to only brand, model name, specifications, and price.
Potential Impact on Search Engine Rankings
Calvin Cochran, a researcher at the University of Otago in New Zealand, said that while the hidden text is almost invisible to visitors, it may be used by Google for search ranking.
He said that this type of text affects a page’s ranking in search results and questioned why website text would be made invisible.
Overview of New Zealand’s Vape Regulations
New Zealand’s Smokefree Environments and Regulated Products Act prohibits discounts on vape products, bans the sale of disposable vapes, and prohibits vape advertising and displays.
Additional Compliance Concerns Raised
Cochran said that Shosha’s website offering “free shipping on orders over NZ$50” may also violate the updated regulations. Shosha has also established an international domain website that replicates its New Zealand website, potentially circumventing local regulations by displaying product images and complete descriptions.
Lack of Response From Shosha
Reports indicate that Shosha spokesperson and operations manager Nabhik Gupta did not respond to inquiries.
Ministry of Health Monitoring the Situation
A Ministry of Health spokesperson stated that the Ministry could not comment on the compliance status of individual businesses while the matter is under assessment, and added that it will continue to monitor advertising and promotional activities on digital platforms and take action when it believes there may be a breach of the law.
