"The ad stated "NicoBloc reduces the amount of nicotine and tar you inhale from your own brand of cigarettes" and made claims that one drop of NicoBloc to the filter of a cigarette blocked 33% of nicotine and tar; two drops blocked 66% of nicotine and tar; and three drops blocked up to 99% of nicotine and 99% of tar. In that context, we considered consumers would understand that NicoBloc would block up to 99% of nicotine in a representative sample of cigarettes used by consumers in the UK. We considered consumers would understand the distinction between the "up to" claim made in respect of three drops of NicoBloc blocking 99% of nicotine and the additional performance claims which did not include the "up to" claim. We considered consumers would understand the performance claims that did not include the claim 'up to' were absolute claims that the product would reduce nicotine and tar content to the extent stated in the ad in the cigarettes used by consumers in the UK. ... We considered the first test report, conducted in accordance with ISO 10315:2013, produced robust results as to the nicotine content in cigarette smoke condensates when using NicoBloc. However, we considered the ad presented the performance claims as being representative of the performance level that would be achieved in cigarettes used by consumers in the UK. We were concerned that we had not seen sufficient evidence to demonstrate that and therefore concluded that the performance claims had not been substantiated."