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ASA Adjudication on UKVapes Ltd

A radio ad for e-cigarettes mentioned a variety of vapor flavors, such as cherry and cola. A listener complained that the ad was irresponsible and could encourage children to use the product. The Advertising Standards Authority (ASA) ruled that the ad did not violate the country’s advertising code. Because the ad started with the statement “Do you smoke?” the ASA found that the ad was targeted at existing smokers. Additionally, the ASA found that the flavors referenced in the ad were not limited to those that would appeal only to children and, as a result, the ad was not irresponsible.