ASA Adjudication on Vape Nation Ltd

A television ad featured a group of adults discussing e-cigarettes, with one stating, “I used to smoke normal cigarettes but after I quit, I tried these.” The Advertising Standards Authority (ASA) ruled that the ad violated the country’s Advertising Code as irresponsible because it encouraged non-smokers to begin using e-cigarettes. The ASA noted that the ad implied that the man who spoke had stopped smoking for a period of time and was therefore a non-smoker who had subsequently begun using the company’s e-cigarettes. The ASA ordered that the ad should not appear again in its current form.