ASA Adjudication on Must Have Ltd.

A TV ad for e-cigarettes featured a woman running her hand over her thigh while discussing the feeling of touching, holding, feeling and tasting something great. The ad also contained the phrase, "quality assured since 2009."  Viewers challenged whether the ad was offensive because it sexualised e-cigarette use, whether it was suitable for broadcast before 9pm, and whether "quality assured" could be substantiated. The ASA found that the ad was advertised responsibly and that the quality statements were substantiated. Because of the level of sexuality in the ad, the ASA ruled that the ad should have been aired after 9pm to minimize the risk of children seeing it.