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ASA Adjudication on Healthy & Beauty Innovations Ltd

A website for NicoBloc said that the product could help with nicotine addiction by blocking up to 99% of nicotine and tar. The Advertising Standards Authority (ASA) found that the ads violated the country’s Advertising Code because they claimed that the product could be used to treat nicotine addiction without being a licensed medical device. The ASA also concluded that the tests used to determine the product’s ability to block nicotine and tar were not sufficient to support the ad’s claims and the ads were therefore misleading. The ASA ordered the company not to use the ads again in their current form and required the company to provide robust documentary evidence to support smoking cessations claims in the future.