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.