The UK’s Advertising Standards Authority ruled against IVG Vape’s advertising, requiring it to stop making misleading health claims and banning ads for vapes containing tobacco tar in banned media.
UK Advertising Standards Authority rules against IVG Vape ads
On 4 December, the UK’s Advertising Standards Authority (ASA) ruled against IVG Vape over a cinema advert and LinkedIn post published in August 2024. Three issues were examined in the course of three investigations, of which two were “upheld” and one was “not supported”.
The cinema advertisement showed the number of deaths from the relevant cigarettes, followed by a display of vape brands that claimed to be 95% less harmful than traditional tobacco. The LinkedIn post said its advert would be shown in UK cinemas.
Prohibition of misleading health statements
The complainant said whether the claim of “95% less harm” in the advertisement was misleading and supported by evidence and whether the advertisement was targeted to underage viewers through selected media channels. The Advertising Standards Authority (ASA) also questioned whether the LinkedIn post breached relevant advertising rules.
IVG Vapes responded that the “95% less harmful” claim in the advertisement came from a Public Health England (PHE) report and that the product complied with government instructions. The Association of Cinema Advertising (CAA) also endorsed the claim that the certification does not target minors. LinkedIn posts are understood to be marketing campaign updates, not sales ads.
According to the ASA’s investigation, the “95% less harmful” claim did not provide sufficient evidence to support it and breached advertising rules. The LinkedIn post violated advertising rules because it contained unlicensed content advertising vapes. However, the ASA’s charges against the minors were not upheld. Since the film itself can be viewed over the age of 15, minors make up a lower percentage of the audience.
The ASA ordered ACME Vape LTD not to appear in the form of a complaint. IVG Vapes shall ensure that health claims are not made on the goods unless supported by sufficient evidence. It is prohibited to advertise vapes containing tobacco tar in prohibited media.
