ASA Adjudication on E&L Distributors

A bus shelter ad for e-cigarettes contained the text “LOVE YOUR LUNGS.” In response to a complaint, the Advertising Standards Authority (ASA) investigated the ad and determined that the claim “LOVE YOUR LUNGS” had not been substantiated and was misleading. The ASA found that the ad could be interpreted to mean that the e-cigarettes are not harmful or that users experience improved lung health if they used the company’s product. The ASA also found that the claim could be interpreted to mean that the e-cigarettes are less harmful than traditional cigarettes. The ASA ordered the company not to repeat the statement or to make any claims that their products are not harmful or are beneficial to the health of users’ lungs unless they have sufficient evidence to substantiate such a claim.


ASA Adjudication on E&L Distribution Ltd, Complaint Ref: A14-266193 (2014).

  • United Kingdom
  • Aug 13, 2014
  • Advertising Standards Authority


Plaintiff Unidentified complainant

Defendant E&L Distribution LTD t/a LeoLites

Legislation Cited

Committee of Advertising Practice (CAP Code), Edition 12, Rule 3.7 (Substantiation)

Committee of Advertising Practice (CAP) Code, Edition 12, Rule 3.1 (Misleading advertising)

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Type of Litigation

Tobacco Control Topics

Substantive Issues

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