"We noted that the ad did not make any reference to or comparison with traditional tobacco cigarettes or explicitly make any claims relating to the resulting health benefits of using Leolites products. However, we considered that consumers who were looking to purchase e-cigarettes were likely to consider the products' impact on health when making a decision to make such a purchase. We also considered that potential customers who were existing smokers were likely to consider the effects of using e-cigarettes in comparison with the known harmful effects of traditional cigarettes on health. Within the context of the ad, we considered that consumers, particularly those who were existing smokers, were likely to interpret the claim "Love Your Lungs" as meaning that Leolites e-cigarettes contained properties that were not harmful to their lungs or that they would experience an improvement in the health of their lungs if they used Leolites products. We also considered that the claim could also be interpreted to mean that consumers should "love their lungs" by switching from traditional cigarettes, or, given the inclusion of the phrase "E-cigarettes have evolved", from other brands of e-cigarettes to Leolites products. The wording of the ad suggested a comparison between using Leolites products and traditional cigarettes or other brands of e-cigarettes, that implied Leolites products were less harmful to users' lungs. We noted that we had not seen any evidence to demonstrate that Leolites products were beneficial to the health of users' lungs or that the products were less harmful than traditional cigarettes or other brands of e-cigarettes, as implied in the ad. On this basis, we considered the claim "Love Your Lungs" had not been substantiated and concluded the ad was misleading."