LANGUAGE

ASA Adjudication on Nicocigs Ltd

A website for an e-cigarette company made the claim that nicotine is “completely harmless”. The Advertising Standards Authority said the ad must not appear again in its current form because there was not enough evidence for the claim that the product is harmless and the ad was therefore misleading. The company was ordered to ensure that it does not claim that products are harmless in the future without adequate evidence.