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News analysis

Ad citing Public Health England’s vaping claim banned, as ASA rules it misleading

Written by || 9th December 2024 || News analysis | Enforcement | Marketing and Retailing | Regulation and Legislation | GeographiesEngland Europe United Kingdom

Even the claim by Public Health England (PHE) that vaping is “95% less harmful than smoking” is not good enough for the UK’s Advertising Standards Authority (ASA).

The ASA has ruled that a cinema ad commissioned by the brand IVG Vapes and an accompanying post on the LinkedIn page for the company that owns the brand violated the UK’s Committee of Advertising Practice (CAP) code and must never appear again.

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Freddie Dawson

Senior news editor
Freddie studied at King’s College, London and City University and worked for publications including The Times, The Malay Mail, PathfinderBuzz and Solar Summary before joining the ECigIntelligence team. He has extensive experience in covering fast-moving consumer goods (FMCG), manufacturing and technological innovation.

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