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ASA Adjudication on Must Have Ltd t/a VIP Electronic Cigarette

The Advertising Standards Authority (ASA) received more than 1,000 complaints about two commercials for e-cigarettes featuring a man and a woman, respectively, making reference to oral sex. The ASA found that the ads were sexually provocative and should have been aired only after 11 pm rather than allowed to air after 9 pm. In the future, the ASA ordered the company not to broadcast the ads before 11 pm and to ensure that the ads were not likely to cause serious or widespread offence. The ASA did not uphold other complaints about the ads, finding that the ads were not likely to be viewed as degrading or exploiting women, did not encourage smoking or the harmful use of nicotine products, did not promote the product to young viewers, and made clear that the product contained nicotine.