ASA Adjudication on Vapourlites Ltd

An advertisement and website for e-cigarettes showed a hand dressed like Santa and claimed that the product is “recommended by Santa and pharmacies nationwide” and is “a harm reduction alternative to smoking.” The Advertising Standards Authority (ASA) found that the claims “recommended by . . . pharmacies nationwide” and “a harm reduction alternative to smoking” were misleading and not supported by evidence. Although e-cigarettes are sold in a majority of pharmacies, the ad suggested that their products were endorsed or promoted by pharmacies, and the ASA had not seen evidence to support this claim. The ASA also ruled that the reference to Santa was not irresponsible because the ads were not primarily targeted at children and merely depicted Santa’s hand. The ASA ordered that the ads must not appear again in their current form and the company’s future advertising must not include the disputed claims unless substantiated with robust evidence.


ASA Adjudication on Vapourlites Ltd, Complaint Ref: A13-252488 (2014).

  • United Kingdom
  • Apr 2, 2014
  • Advertising Standards Authority


Plaintiff Unidentified complainants

Defendant Vapourlites 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 3.47 (Endorsements and Testimonials)

Committee of Advertising Practice (CAP Code), Edition 12, Rule 3.7 (Substantiation)

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

Related Documents

Type of Litigation

Tobacco Control Topics

Substantive Issues

Type of Tobacco Product