ASA Adjudication on Nicocigs Ltd. (A13-231073)

A website for e-cigarettes included a claim that the product is less expensive than traditional cigarettes and that “A cartridge is equivalent to about twenty cigarettes.” The Advertising Standards Authority (ASA) found that the company provided insufficient evidence to support the claim of a cartridge being equivalent to twenty cigarettes. The ASA ordered the ad not to appear again in its current form and that future ads should be capable of substantiation. The ASA noted that the ad was broadcast before the government announced its intention to regulate e-cigarettes as medicines, which are subject to different advertising rules.


ASA Adjudication on Nicocigs Ltd, Complaint Ref: A13-231073 (2013).

  • United Kingdom
  • Sep 11, 2013
  • Advertising Standards Authority


Plaintiff Unidentified complainant

Defendant Nicocigs Ltd

Legislation Cited

Committee of Advertising Practice (CAP Code), Edition 12, Rule 3.1 (Misleading Advertising)

Committee of Advertising Practice (CAP Code), Edition 12, Rule 3.7 (Substantiation)

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