ASA Adjudication on ZULU Ventures Ltd

A poster on a commuter train advertised e-cigarettes. In response to a complaint, the Advertising Standards Authority (ASA) investigated whether the ad was irresponsible because it was placed in a location likely to be seen by children. The ASA found that the ad did not violate the country’s advertising code because e-cigarettes are legal products and are allowed to be advertised. Additionally, the ASA found that trains were not likely to carry a high percentage of children and the ad, which mostly contained text, did not contain any images likely to be particularly attractive to children.