ASA Adjudication on Sorse Distribution Ltd

Seven viewers complained about a television ad for disposable fruit-flavored e-cigarettes. The Advertising Standards Authority (ASA) found the ad to be misleading because it did not identify the product being advertised or state that the product did not contain nicotine. Additionally, the ASA said that the ad should have stated that the product was not available to those under 18. The ASA told the company that future advertising should clearly identify the product as an e-cigarette, that it does not contain nicotine, and that it is not available to those under the age of 18. The ASA noted that the ad was broadcast before the government announced its intention to regulate e-cigarettes as medicines, which are subject to different advertising rules.