ASA Adjudication on Nicocigs Ltd. (A13-245645)

A poster for electronic cigarettes contained the phrase “KICKS BUTT”. The Advertising Standards Authority (ASA) found the ad misleading because it implied that the product could be used for smoking cessation given the similarity with the smoking prevention campaign “Kick Butt”. The ASA noted that the product had not been licensed by the government as a smoking cessation aid. The ASA rejected the company’s claim that the phrase referred to football and was linked with their sponsorship of a local football club. The ASA noted that the ad did not feature any sports or football imagery nor was the football club specifically mentioned.

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ASA Adjudication on Nicocigs Ltd, Complaint Ref: A13-245645 (2014).

  • United Kingdom
  • Feb 5, 2014
  • Advertising Standards Authority

Parties

Plaintiff Unidentified complainants

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)

Committee of Advertising Practice (CAP Code), Edition 12, Rules 12.1 and 12.11 (Medicines, medical devices, health related products and beauty products)

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Type of Litigation

Tobacco Control Topics

Substantive Issues

Type of Tobacco Product