ASA Adjudication on Fontem Ventures

The UK Advertising Standards Authority received 13 complaints about an advertisement for Blu e-cigarettes that had appeared in the London Evening Standard in April 2016, with an image of the back of a nude woman holding an e-cigarette.  The Council examined whether the advertisement violated provisions of the Committee on Advertising Practice Code on "harm and offense" (rule 4.1) and "social responsibility" (rule 1.3). It found that the image was not sexually explicit  and therefore was unlikely to cause serious or widespread offense, and also that the ad had not been placed inappropriately.  The Council concluded that the advertisement was not in breach of the CAP code.


ASA Ruling on Fontem Ventures BV, Complaint Ref: A16-340739 (2016).

  • United Kingdom
  • Jun 29, 2016
  • Advertising Standards Authority


Plaintiff Unidentified complainants

Defendant Fantom Ventures BV t/a Blu

Legislation Cited

Committee of Advertising Practice (CAP Code) Edition 12, Rule 4.1 (Harm and offense)

Committee of Advertising Practice (CAP Code), Edition 12, Rule 1.3 (Social responsibility)

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Type of Litigation

Tobacco Control Topics

Substantive Issues

Type of Tobacco Product