ASA Adjudication on Nicocigs Ltd. (A12-207775)

A website for an e-cigarette company made the claim that nicotine is “completely harmless”. The Advertising Standards Authority said the ad must not appear again in its current form because there was not enough evidence for the claim that the product is harmless and the ad was therefore misleading. The company was ordered to ensure that it does not claim that products are harmless in the future without adequate evidence.


ASA Adjudication on Nicocigs Ltd, Complaint Ref: A12-207775 (2013).

  • United Kingdom
  • Jan 16, 2013
  • Advertising Standards Authority


Plaintiff Unidentified complainant

Defendant Nicocigs 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