'Glamorous' e-cigarette ad banned

A "sultry and glamorous" TV ad for electronic cigarettes has been banned for indirectly promoting the use of tobacco products.

Mirage Cigarettes’ spot featured a man handing a woman an electronic cigarette. Several shots featured on-screen text that read, "choice", "flavour" and "freedom".

Five viewers complained to the Advertising Standards Authority about the ad, which was created by White Noise Productions.

In its ruling, published today, the ASA said: "The ad created a strong association with traditional tobacco smoking and presented it as the central focus in a sultry and glamorous, and therefore in a positive way, we concluded that it indirectly promoted the use of tobacco products."

Mirage Cigarettes contested the complaints, arguing the ad did not show or make any reference to tobacco products and their style of electronic cigarettes did not resemble tobacco cigarettes.

Clearcast, the body that pre-approves TV advertising in the UK, considered the ad to be acceptable because they believed the imagery and language use was restrained.

But the ASA ruled the ad breached the BCAP Code rules 33.1 and 33.3 and the ad must not be broadcast again in its current form.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published