ASA Adjudication on Zandera Ltd

A magazine ad for e-cigarettes included an image of a penguin with e-cigarette paraphernalia and a reference to Christmas. In response to a complaint, the Advertising Standards Authority (ASA) investigated whether the ad was appealing to children. The ASA found that the ad was not irresponsible because the magazine was not of particular interest to children and the ad did not contain additional visuals or wording likely to appeal to children.