ASA Adjudication on Zandera Ltd

A magazine ad for e-cigarettes included an image of a penguin with e-cigarette paraphernalia and a reference to Christmas. In response to a complaint, the Advertising Standards Authority (ASA) investigated whether the ad was appealing to children. The ASA found that the ad was not irresponsible because the magazine was not of particular interest to children and the ad did not contain additional visuals or wording likely to appeal to children.

ASA Adjudication on Zandera Ltd, Complaint Ref: A13-251599 (2014).

  • United Kingdom
  • Feb 12, 2014
  • Advertising Standards Authority
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Parties

Plaintiff Unidentified complainant

Defendant Zandera Ltd t/a E-Lites

Legislation Cited

Committee of Advertising Practice (CAP Code), Edition 12, Rule 1.3 (Responsible advertising)

Committee of Advertising Practice (CAP Code), Edition 12, Rule 5.1 (Children)

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Type of Litigation

Tobacco Control Topics

Substantive Issues

Type of Tobacco Product

"The ASA noted the target audience cited by the advertiser and publisher and we also noted the articles submitted which consisted of reports on chemical weapons, drug trafficking and whistleblowers. We considered those articles and did not deem them or the magazine generally, to be of particular interest to children. We noted the ad contained a photograph of a penguin underneath the strap-line which included the word Christmas. However, it did not contain any additional visuals or wording that was likely to appeal particularly to children. Because we considered that the ad and the magazine in which it was published were unlikely to appeal to children, we concluded the ad was not irresponsible."