ASA Adjudication on Dardam Services Ltd

A print ad for e-cigarettes appeared under an advertising feature about Stoptober (the English national stop smoking campaign). The e-cigarette ad was headed “Switchtober 2013” and featured a calendar page marked with the company’s logo: a match with a cross through it. The Advertising Standards Authority (ASA) found that the ad violated the country’s advertising code because it implied that the product could be used for smoking cessation when the product had not been licensed by the government for that purpose. In the future, the ASA ordered the company not to imply that its product was suitable for smoking cessation or associated with any stop smoking campaign.


ASA Adjudication on Dardam Services Ltd, Complaint Ref: A13-245512 (2014).

  • United Kingdom
  • Jan 29, 2014
  • Advertising Standards Authority


Plaintiff Unidentified complainant

Defendant Dardam Services Ltd t/a No Match

Legislation Cited

Committee of Advertising Practice (CAP Code), Edition 12, Rule 3.50 (Endorsements and testimonials)

Committee of Advertising Practice (CAP Code), Edition 12, Rules 12.1 and 12.11 (Medicines, medical devices, health related products and beauty products)

Related Documents

Type of Litigation

Tobacco Control Topics

Substantive Issues

Type of Tobacco Product