ASA Adjudication on E-Cig Ltd

A poster for e-cigarettes showed a woman blowing vapor into a man’s face with the claim “SMOKING, REDEFINED”. The Advertising Standards Authority (ASA) ruled that the ad was irresponsible because it could be confused with traditional tobacco smoking. The ASA found that the ad relied heavily on imagery associated with tobacco smoking and that viewers, especially children, may mistakenly believe that the product was a tobacco cigarette. The ASA ordered the ad not to appear again in its current form and ordered that the company should not indirectly promote tobacco smoking in the future.