The Advertising Standards Authority (ASA) has banned a new ad ‘glamorized smoking’ by e-cigarette maker VIP electronic after the agency received around 199 complaints against the content. Reportedly among the complainants were the British Medical Association (BMA), Action on Smoking and Health (ASH), the Association of Directors of Public Health UK (ADPH). The complainants were of the view that the ad that featured close-ups of a woman who is shown exhaling vapours is intended to promote use of tobacco products hence should be banned.
However VIP electronics fully defended the content of the ad saying that a disclaimer was published on the ad that made it clear that a ‘non-tobacco-based’ product was shown. The company claimed that it promoted non-tobacco-based product and not the tobacco-based product.