KiK e-cigarette ad targeted ex-smokers finds ASA
The Advertising Standards Agency (ASA) has banned a TV ad for KiK e-cigarettes after seven people complained it encouraged ex-smokers and non-smokers to use the product.
KiK owner Vape Nation said that the ad, which showed a group of adults using and discussing the KiK cigarette, targeted current smokers and did not sell directly to viewers or encourage non-smokers to take up the product.
However, the ASA disagreed and said the featured dialogue: “I used to smoke normal cigarettes, but after I quit, I tried these”, could be interpreted as being spoken by a person who had quit smoking for a period of time before using the KiK product.
Vape Nation was told not to encourage ex-smokers or non-nicotine-users to use e-cigarettes.