UK: E-cigarette Advert is Banned over Baby and Nicotine Fears

Source from:  Metro  09/25/2013

The first advertisement for electronic cigarettes to appear on British television has been outlawed by a watchdog.

The commercial for E-Lites did not make it clear the product contains nicotine, the Advertising Standards Authority said.

A total of 65 people complained about the advert, in which a smoker leaves a room to have a cigarette and misses seeing a baby dance to Gangnam Style.

The ASA was also concerned the baby would appeal to young viewers and make children interested in e-cigarettes.

'We considered it was important that such ads made the nature of the product advertised clear,' said the watchdog, whose ban includes E-Lites adverts on the radio, internet and posters.

The ASA also outlawed commercials for rival e-cigarettes Ten Motives and SkyCigs over similar concerns about stating the nicotine content.

However, a commercial for 5 Colors was prohibited because it failed to make it clear the products did not contain nicotine and was not for under-18s.

The watchdog concluded by saying it expects e-cigarettes to be classed as medicine within three years. Enditem