ASA Adjudication on Hubbly Bubbly

A variety of ads for Hubbly Bubbly electronic cigarettes were challenged by the government agency that regulates e-cigarettes. The Advertising Standards Authority (ASA) concluded that one of the ads did not make clear that the product contained nicotine as required by the country’s Advertising Code. The ads also included celebrity endorsements, depicted models who did not appear to be over the age of 25 using the devices, and were filmed in cool and trendy scenes. The ASA concluded that these communications created an association with youth culture and would be likely to appeal to those under the age of 18 in breach of the Code.  The ASA ordered the company not to use the ads again in their current form. 


ASA Adjudication on Hubbly Bubbly Ltd, Complaint Ref: A15-300973 (2015).

  • United Kingdom
  • Jun 10, 2015
  • Advertising Standards Authority


Plaintiff The Medicines & Healthcare products Regulatory Authority (MHRA)

Defendant Hubbly Bubbly Ltd

Legislation Cited

Committee of Advertising Practice (CAP Code), Edition 12, Rule 22.1, 22.7, 22.9, 22.10 (Electronic cigarettes)

Related Documents

Type of Litigation

Tobacco Control Topics

Substantive Issues

Type of Tobacco Product