On December 4th, the Advertising Standards Authority (ASA) made a ruling on a cinema advertisement and a LinkedIn post by IVG Vape company that were released in August 2024. Three issues were reviewed during the investigation, with two issues being upheld and one issue not being supported.
Cinema advertisements are showcasing the number of deaths caused by tobacco, followed by the promotion of e-cigarette products claiming to be 95% less harmful than traditional cigarettes. A post on LinkedIn states that the advertisement will be shown in cinemas across the UK.
The complaint questions whether the claim in the advertisement that "harms minors 95%" is misleading and supported by evidence, as well as whether the advertisement was targeted at underage viewers through selected media channels. The Advertising Standards Authority (ASA) also raised concerns about whether a LinkedIn post violated relevant advertising regulations.
IVG Vapes responded by stating that the claim in their advertisement that their products are "95% less harmful" is based on a report from the UK Public Health England (PHE) and their products comply with government regulations. The Cinema Advertising Association (CAA) also endorsed the claim and certified that it is not targeted towards minors. A LinkedIn post clarified that it was an update on marketing activities and not a sales advertisement.
An ASA investigation has found that the claim "95% less harmful" was not supported by sufficient evidence, violating advertising regulations. A LinkedIn post was found to be in violation of advertising rules for containing unauthorized e-cigarette advertising content. However, allegations of targeting minors were not substantiated by the ASA, as the movie in question was rated for audiences 15 and older, with a low percentage of underage viewers.
ASA has mandated that ACME Vape Ltd cease appearing in complaint form. IVG Vapes must ensure no health claims are made about their products without substantial supporting evidence. Advertising e-cigarettes containing nicotine is prohibited in unauthorized media.
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