Four vaping companies, including British American Tobacco (BAT), have had Instagram posts promoting e-cigarettes banned by the Advertising Standards Authority (ASA).
The posts showed models and celebrities such as Lily Allen holding electronic cigarettes.
The advertising of these products is banned on social media.
One of the groups that had complained said the ruling was "a huge step forward".
"While the ASA ruling is great news, urgent policy change is needed from Facebook, Instagram and Twitter [...]