"We understood the claims were intended to provide information about the Elfbar 600 product and the loyalty scheme. Although we acknowledged that a simple description of the product would have been acceptable, we considered the claim “Voted #1 Best Disposable Vape” was promotional in nature. We acknowledged the claim was intended to reflect that the Elfbar 600 was the best-selling disposable vote according to Nielson data and had won an award, although the ad did not state which award it had won. We considered the claim went beyond being factual as the use of the word “best”, in the context of a marketing communication, had the effect of promoting the product. We also considered the use of the phrases “delicious flavours”, “MAKE THE SWITCH TODAY!” and “check out the great reviews” went further than simple factual claims and constituted descriptive, promotional language. We also considered the phrase “sign up today for special bonuses and extra points” was designed to entice new customers and was therefore promotional rather than factual. For those reasons, we concluded that the claims were promotional and therefore breached the Code."