ASA Adjudication on CN Creative Ltd

A television ad and a poster for e-cigarettes featured people floating through a smoke barrier with the text “Experience the Breakthrough.” The Advertising Standards Authority (ASA) reviewed the ads and ruled that they did not glamorize smoking or e-cigarette use and did not irresponsibly appeal to young viewers, in part because the tv ad appeared only after 9 pm. However, the ASA found that the poster violated the Advertising Code by misleadingly implying that the product could be used as a smoking cessation device. The ASA said that the text of the ad could be interpreted to mean that smokers could achieve satisfaction from this product rather than from cigarettes. The ASA ordered the company not to use the poster again in its current form and to ensure that it does not portray its product as a smoking cessation device in the future.