This ruling by the Advertising Standards Authority (ASA) sanctioned Japan Tobacco International (JTI) for misleading advertising for their campaign against plain packaging in the United Kingdom. Public health organizations and other complainants made a complaint about the advertisements of JTI. The ads claimed that plain packaging of cigarettes would increase the “booming” illicit trade of tobacco and cost the government more than £3 Billion. The ASA found that both of these claims were misleading and unrepresentative of the true facts. The ASA ordered JTI and its subsidiary, Gallaher Ltd, to not run the ads again.
ASA Adjudication on Gallaher Ltd, Complaint Ref. A12-210929
Limitations regarding the use of quotes The quotes provided here reflect statements from a specific decision. Accordingly, the International Legal Consortium (ILC) cannot guarantee that an appellate court has not reversed a lower court decision which may influence the applicability or influence of a given quote. All quotes have been selected based on the subjective evaluations undertaken by the ILC meaning that quotes provided here may not accurately or comprehensively represent a given court’s opinion or conclusion, as such quotes may have originally appeared alongside other negative opinions or accompanying facts. Further, some quotes are derived from unofficial English translations, which may alter their original meaning. We emphasize the need to review the original decision and related decisions before authoritatively relying on quotes. Using quotes provided here should not be construed as legal advice and is not intended to be a substitute for legal counsel on any subject matter in any jurisdiction. Please see the full limitations at https://www.tobaccocontrollaws.org/about.
"We considered the HMRC figures provided by the advertisers in support of the claims that the UK had suffered "£3billion lost in unpaid duty last year" and that the black market "cost the Treasury £3bn in unpaid duty". We noted that the HMRC report from which the figures were drawn provided upper and lower estimates for the associated revenue losses for cigarettes and for HRT products, and acknowledged that the combined upper estimate for cigarettes (£2,200 million) and HRT (£880 million) came to £3.08 billion. We considered that consumers would infer from the claim that £3 billion had been lost in unpaid duty and that that figure represented an official estimate from HMRC regarding the revenue the UK had lost in unpaid tax in 2011 from the illicit cigarette market. We understood, however, that the £3 billion figure related to the HMRC's combined upper estimates for cigarettes and HRT. ... We therefore concluded that, in the absence of qualifying text, providing additional information about the methods used to calculate the "£3 billion" figure, or any information indicating that it was an upper estimate relating to all tobacco products, the figure was likely to mislead."
"Because we considered that consumers would understand the claim "the black market in tobacco is booming" to mean that the problems with the tobacco illicit market had been increasing, when we understood that that was not the case, we concluded that the ads were likely to mislead."
Limitations regarding the use of quotes The quotes provided here reflect statements from a specific decision. Accordingly, the International Legal Consortium (ILC) cannot guarantee that an appellate court has not reversed a lower court decision which may influence the applicability or influence of a given quote. All quotes have been selected based on the subjective evaluations undertaken by the ILC meaning that quotes provided here may not accurately or comprehensively represent a given court’s opinion or conclusion, as such quotes may have originally appeared alongside other negative opinions or accompanying facts. Further, some quotes are derived from unofficial English translations, which may alter their original meaning. We emphasize the need to review the original decision and related decisions before authoritatively relying on quotes. Using quotes provided here should not be construed as legal advice and is not intended to be a substitute for legal counsel on any subject matter in any jurisdiction. Please see the full limitations at https://www.tobaccocontrollaws.org/about.
This ruling by the Advertising Standards Authority (ASA) sanctioned Japan Tobacco International (JTI) for misleading advertising for their campaign against plain packaging in the United Kingdom. Public health organizations and other complainants made a complaint about the advertisements of JTI. The ads claimed that plain packaging of cigarettes would increase the “booming” illicit trade of tobacco and cost the government more than £3 Billion. The ASA found that both of these claims were misleading and unrepresentative of the true facts. The ASA ordered JTI and its subsidiary, Gallaher Ltd, to not run the ads again.