ASA Adjudication on Nicocigs Ltd

A poster for electronic cigarettes contained the phrase “KICKS BUTT”. The Advertising Standards Authority (ASA) found the ad misleading because it implied that the product could be used for smoking cessation given the similarity with the smoking prevention campaign “Kick Butt”. The ASA noted that the product had not been licensed by the government as a smoking cessation aid. The ASA rejected the company’s claim that the phrase referred to football and was linked with their sponsorship of a local football club. The ASA noted that the ad did not feature any sports or football imagery nor was the football club specifically mentioned.