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ASA Adjudication on 1111 EC Services Ltd

A print ad for e-cigarettes included the text “For Stoptober” (referencing an English tobacco cessation campaign). The Advertising Standards Authority (ASA) found that the ad violated the country’s advertising code because it implied that the product could be used for smoking cessation when it had not been licensed by the government for that purpose. The ASA ordered the company to ensure that its advertising does not imply that their product is suitable for smoking cessation or that it is associated with a stop smoking campaign.