ASA Adjudication on Gallaher Ltd. (A12-213116)

Cancer Research UK made a complaint to the Advertising Standards Authority (ASA) about an ad from Gallaher Ltd that opposed plain packaging for tobacco. The ad made two claims: (1) that 23.3% of cigarettes smoked in London have unpaid taxes and (2) that 19% of independent shopkeepers in London are considering closing as a result of the illegal tobacco trade. The ASA found that the second claim in the ad had not been substantiated and was misleading and ordered the company not to repeat it.


ASA Adjudication on Gallaher Ltd., Complaint Ref: A12-213116 (2013).

  • United Kingdom
  • Aug 28, 2013
  • Advertising Standards Authority


Plaintiff Cancer Research UK

Defendant Gallaher Ltd

Legislation Cited

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

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

Related Documents

Type of Litigation

Tobacco Control Topics

Substantive Issues

Type of Tobacco Product