ASA Adjudication on ZULU Ventures Ltd

A television ad for e-cigarettes was found to be misleading by the Advertising Standards Authority (ASA) because it did not identify the type of product being advertised or whether it contained nicotine. On the other hand, the ASA did not find the ad irresponsible because it did not glamorize nicotine products or encourage inappropriate use. In the future, any advertising by the company must clearly identify that the product is an e-cigarette and that it contains nicotine. 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.