ASA Adjudication on Vape Nation Ltd

A television ad featured a group of adults discussing e-cigarettes, with one stating, “I used to smoke normal cigarettes but after I quit, I tried these.” The Advertising Standards Authority (ASA) ruled that the ad violated the country’s Advertising Code as irresponsible because it encouraged non-smokers to begin using e-cigarettes. The ASA noted that the ad implied that the man who spoke had stopped smoking for a period of time and was therefore a non-smoker who had subsequently begun using the company’s e-cigarettes. The ASA ordered that the ad should not appear again in its current form. 


ASA Adjudication on Vape Nation Ltd, Complaint Ref: A14-284845 (2014).

  • United Kingdom
  • Dec 24, 2014
  • Advertising Standards Authority


Plaintiff Unidentified complainants

Defendant Vape Nation

Legislation Cited

Committee of Advertising Practice Broadcast (BCAP) Code, Rule 33.1 and 33.8 (Electronic cigarettes)

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Type of Litigation

Tobacco Control Topics

Substantive Issues

Type of Tobacco Product