BAT's Vype e-cigarette ad banned by watchdog

11th Jun 2014 13:51

A poster advert for British American Tobacco's (BATS) Vype e-cigarette that promoted the product as "pure satisfaction for smokers" has been banned by the Advertising Standards Authority (ASA). The poster was designed and published alongside a television advert, which the ASA has evaluated as suitable. The advert's claims were open to interpretation as a way to stop smoking, the watchdog ruled, although Vype maker CN Creative, a wholly-owned subsidiary of BATS, insists the product is marketed an alternative to smoking, as opposed to a way to stop completely. In CN Creative's view, the ad campaign "presented Vype as an alternative product for nicotine users and that it was acceptable to present e-cigarettes as an alternative to tobacco". It was the subject of 15 complaints. The ban comes amid a wider crackdown on the marketing of tobacco products, with the ASA currently consulting on plans to strengthen regulations on e-cigarette advertising. Shares in BATS had inched just 0.01% lower at 3,545p by 14:32. NR