Electronic cigarettes — committee of advertising practice

Note This advice is given by the CAP Executive about non broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.

CAP understands that electronic cigarettes containing nicotine which are not licensed by the Medicines and Healthcare Products Regulatory Agency (MHRA) cannot claim or imply that the product can act as a smoking cessation device.

Marketers should also avoid making claims that smoking e cigarettes containing vaporised nicotine is healthier than smoking tobacco, risk free, or harmless unless they have robust clinical evidence to support their claims (Nicocigs Ltd, 16 January 2013). Ads must make clear whether or not the e cigarette contains nicotine.

In 2012, the ASA upheld complaints about an ad for CIGIREX, which claimed that their product «may help you stop smoking tobacco cigarettes in a very short period of time with none of the side effects» and was «a carcinogen free nicotine oral delivery system». The advertisers were unable to provide evidence to support claims that CIGIREX had none of the damaging effects of smoking tobacco cigarettes and the ASA noted that they did not hold a marketing authorisation from the MHRA. It therefore considered that the claims were misleading and ruled that the ad should not appear again (CIGIREX, 22 December 2012).

Marketers should take care not to make an implied smoking cessation claim. In 2014 the ASA upheld complaints about an ad which stated «Kicks Butt». While they noted the phrase had some links to sport, they considered the word «kick» had connotations of quitting or beating an addiction and was commonly used in phrases such as «kick the habit». The ASA considered the ad implied the product could be used as a smoking cessation device and, because the product had not been granted a licence by the MHRA for that purpose, concluded the ad breached the Code (Nicocigs Ltd, 5 February 2014).

In 2012 the ASA ruled that an ad for e cigarettes which stated «… you can enjoy them safely, anywhere you want» was misleading because the advertiser was unable to provide robust evidence to support claims that smoking e cigarettes containing nicotine and propylene glycol was without risk (Desert Point Ltd, 24 October 2012).

The ASA upheld several complaints about multimedia campaigns in 2013 and advertisers may find the following adjudications useful Ten Motives Ltd ZULU Ventures Ltd t/a Sky Cig Zandera Ltd Sorse Distribution Ltd t/a 5 Colors, 25 September 2013.

Davidoff cigarettes online

Imperial Tobacco has launched a new line in the Davidoff cigarette range, Davidoff iD. It is being introduced to the trade at TFWA Asia Pacific in Singapore. The blend is said to be a crafted masterpiece of taste and flavour . Each item contains quality paper and colourful tipping adds a finishing touch, the brand owner said. iD also has a unique pack with innovative finishes, creative details and lively colours that contrast with its modern black or stylish ivory. When the pack is opened a range of different designs will appear. Behind each iD logo lies commissioned artwork from selected artists all over the world. Each design is said to bring the pack to life.

  • &#9658 Shipped by 2,3 and 4 cartons per 1 parcel signature required.
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