LANGUAGE

ASA Adjudication on Gallaher Ltd. (A12-210929)

This ruling by the Advertising Standards Authority (ASA) sanctioned Japan Tobacco International (JTI) for misleading advertising for their campaign against plain packaging in the United Kingdom.  The Cancer Research UK, a public health organization, made a complaint about the advertisements of JTI.  The ads claimed that plain packaging of cigarettes would increase the “booming” illicit trade of tobacco and cost the government more than £3 Billion.  The ASA found that both of these claims were misleading and unrepresentative of the true facts.  The ASA ordered JTI and its subsidiary, Gallaher Ltd, to not run the ads again.