ASA Adjudication on CIGIREX

A print ad for e-cigarettes claimed that the product is a “carcinogen-free nicotine oral delivery system” with “none of the tar and tobacco found in a regular tobacco cigarette” and that it “may help you stop smoking tobacco cigarettes.” The Advertising Standards Authority (ASA) found the ad misleading because: (1) it exaggerated the benefits of the product by implying that there were no detrimental effects from its use and (2) it made medicinal claims (e.g., that the product was a way to stop smoking) without prior authorization. The ASA ordered that the ad should not appear again in its current form.

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ASA Adjudication on CIGIREX, Complaint Ref: 136940 (2010).

  • United Kingdom
  • Dec 22, 2010
  • Advertising Standards Authority

Parties

Plaintiff A reader

Defendant CIGIREX

Legislation Cited

Committee of Advertising Practice (CAP Code), Edition 11, Clause 3.1 (Substantiation)

Committee of Advertising Practice (CAP Code), Edition 11, Clause 50.1 (Health and beauty products and therapies)

Committee of Advertising Practice (CAP Code), Edition 11, Clause 50.11 (Medicines)

Committee of Advertising Practice (CAP Code), Edition 11, Clause 7.1 (Truthfulness)

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Type of Litigation

Tobacco Control Topics

Substantive Issues

Type of Tobacco Product