ASA Adjudication on Nicofresh

An ad for e-cigarettes featured an elderly white woman and a young black man on a sofa; the man had his arm around the woman. The woman was holding an e-cigarette and the ad stated “No tobacco. No taboo.” In response to numerous complaints, the Advertising Standards Authority (ASA) investigated the ad and found that it was likely to cause offense on the grounds of race and age because it portrayed the relationship between the two individuals as something unusual or socially unacceptable. The ASA ordered the ad not to appear again in its current form.