ASA Adjudication on Department of Health

An ad for the National Health Service smoke-free campaign claimed that “every 15 cigarettes you smoke will cause a mutation,” which is how cancer starts. In response to a number of complaints, the Advertising Standards Authority (ASA) investigated the claim and found that it was backed by scientific evidence and was not likely to be misleading. Therefore, the ASA found that the ad did not violate the country’s advertising code.