ASA Adjudication on Easylife Group Ltd

The Advertising Standards Authority (ASA) found that an ad for e-cigarettes was not misleading when it made the claim that e-cigarettes are “unaffected by smoking bans – so they’re legal in pubs and restaurants”. The ad appeared in a catalog enclosed in a national newspaper and on a website. The ASA found that the ad was not misleading because it referred specifically to government smoking bans and not to whether individual pubs and restaurants might have their own policy prohibiting the use of e-cigarettes.


ASA Adjudication on Easylife Group Ltd, Complaint Ref: A13-230302 (2013).

  • United Kingdom
  • Aug 21, 2013
  • Advertising Standards Authority


Plaintiff Unidentified complainant


  • Daily Mail Select
  • Easylife Group

Legislation Cited

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

Related Documents

Type of Litigation

Tobacco Control Topics

Substantive Issues

Type of Tobacco Product