ASA Adjudication on E-Cig Ltd

A poster for e-cigarettes showed a woman blowing vapor into a man’s face with the claim “SMOKING, REDEFINED”. The Advertising Standards Authority (ASA) ruled that the ad was irresponsible because it could be confused with traditional tobacco smoking. The ASA found that the ad relied heavily on imagery associated with tobacco smoking and that viewers, especially children, may mistakenly believe that the product was a tobacco cigarette. The ASA ordered the ad not to appear again in its current form and ordered that the company should not indirectly promote tobacco smoking in the future. 


ASA Adjudication on E-Cig Ltd, Complaint Ref: A14-278009 (2014).

  • United Kingdom
  • Nov 12, 2014
  • Advertising Standards Authority


Plaintiff Unidentified complainants

Defendant E-Cig Ltd t/a Neo e-cigarette

Legislation Cited

Committee of Advertising Practice (CAP) Code, Edition 12, Rule 1.3 (Responsible advertising)

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Type of Litigation

Tobacco Control Topics

Substantive Issues

Type of Tobacco Product