"The ASA considered that consumers were likely to interpret the ad to mean that, contrary to the relationship depicted, to smoke e-cigarettes was not a taboo issue. We noted the pronounced age gap between the man and woman, the fact they were a couple, and that the image was accompanied with the text "NO TOBACCO. NO TABOO". We considered that consumers would believe that the ad was presenting a relationship between an older and younger individual, particularly an older woman and a younger man, and a couple of different races, as something that was unusual or socially unacceptable. Because of that, we concluded that the ad was likely to cause serious or widespread offence on the grounds of race and age."