ASA Adjudication on Gallaher Ltd. (A12-208266)

This ruling by the Advertising Standards Authority (ASA) sanctioned Japan Tobacco International (JTI) for misleading advertising for their campaign against plain packaging in the United Kingdom.  The Cancer Research UK, a public health organization, made a complaint about the advertisements of JTI.  The ads claimed that plain packaging was “categorically rejected” and there was “no evidence” of its effectiveness.  The ASA found that both of these claims were misleading and unrepresentative of the true facts.  The ASA ordered JTI and its subsidiary, Gallaher Ltd, to not run the ads again.


ASA Adjudication on Gallaher Ltd, Complaint Ref. A12-208266

  • United Kingdom
  • Mar 13, 2013
  • Advertising Standards Authority


Plaintiff Cancer Research UK

Defendant Gallaher Ltd

Third Party

  • Japan Tobacco International

Legislation Cited

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

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

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Type of Litigation

Tobacco Control Topics

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