The Advertising Standards Authority, or ASA, has clamped down on three ads promoting e-cigarettes on TV. This happened as more than 200 complaints were filed against the ads complaining that they were highly offensive. The rules concerning electronic cigarette ads were changed a few weeks ago.
They prohibit dignifying smoking as one way of stopping none-smokers from indulging themselves with e-cigarettes, which is what another rule is trying to discourage. Encouraging people to smoke is not allowed in ads.