ASA Adjudication on CN Creative Ltd

A print ad for e-cigarettes included images of the package alongside text that stated “A BIG DEAL FOR SMOKERS.” In response to a complaint, the Advertising Standards Authority (ASA) investigated whether the ad was irresponsible because it encouraged non-smokers smokers to take up smoking. The ASA found that the ad did not violate the country’s advertising code because it targeted existing smokers and was clearly for a non-tobacco product. Therefore, the ASA concluded that the ad was unlikely to encourage tobacco smoking among non-smokers.