ASA Adjudication on Ten Motives Ltd

A leaflet claimed that e-cigarettes are “the healthier smoking alternative” and that “you can still enjoy smoking without worrying about the effects on your health”. The Advertising Standards Authority (ASA) found the claims in the ad to be misleading because the e-cigarette company had not provided any documentation or studies comparing the effects of their product to smoking or on the user’s health. The ASA ordered the company not to claim that their products are less harmful than smoking or that they do not have any negative effects on the user’s health without sufficient evidence.


ASA Adjudication on Ten Motives Ltd, Complaint Ref: A13-250753 (2014).

  • United Kingdom
  • Mar 12, 2014
  • Advertising Standards Authority


Plaintiff Unidentified complainant

Defendant Ten Motives Ltd

Legislation Cited

Committee of Advertising Practice (CAP Code), Edition 12

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Type of Litigation

Tobacco Control Topics

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