E-cigarette ad banned by ASA after implying user health benefits
A LeoLite e-cigarette poster ad claiming the product can “Love your Lungs” has been banned by the ASA after it implied the devices had health benefits for users.
The ad was deemed to be misleading
The watchdog flagged up the slogan, ‘Love Your Lungs’, after it was found to be in breach of rules regarding misleading advertising.
The alliterative claim, according to manufacturers E&L Distribution, did not literally declare any health benefits regarding lungs or health, adding that they wanted to use a catchy slogan relevant to the lung vapour inhalation.
An ASA spokesman said: “Within the context of the ad, we considered that consumers, particularly those who were existing smokers, were likely to interpret the claim ‘Love Your Lungs’ as meaning that LeoLites e-cigarettes contained properties that were not harmful to their lungs or that they would experience an improvement in the health of their lungs if they used LeoLites products.
“We also considered that the claim could also be interpreted to mean that consumers should ‘Love Their Lungs’ by switching from traditional cigarettes.”
The report concluded: “Consumers were likely to interpret the claim ‘Love Your Lungs’ as meaning that LeoLites e-cigarettes contained properties that were not harmful to their lungs.”
This comes after a e-cigarette user in Liverpool died after the device exploded while charging last week.