ASA Adjudication on Ten Motives Ltd

A television ad for e-cigarettes featured animated images of day-to-day activities and objects such as a young family, a beach vacation, and a TV. The Advertising Standards Authority (ASA) found the ad misleading because it did not make clear what product was being sold and that the product contained nicotine. However, the ASA said the ad was not socially irresponsible because it did not encourage the harmful use of a nicotine product. The ASA ordered that the ad should not appear again in its current form. The agency 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 Ten Motives Ltd, Complaint Ref: A13-230598 (2013).

  • United Kingdom
  • Sep 25, 2013
  • Advertising Standards Authority


Plaintiff Private citizen (viewer)

Defendant Ten Motives Ltd

Legislation Cited

Committe of Advertising Practice Broadcast (BCAP) Code, Rule 1.2 (Social Responsibility)

Committee of Advertising Practice Broadcast (BCAP) Code, Rule 3.1 and 3.2 (Misleading Advertising)

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Type of Litigation

Tobacco Control Topics

Substantive Issues

Type of Tobacco Product