Advertising Sports Marketing Mo Farah

Sir Mo Farah takes legal action against 'lookalike' vape ad


By John McCarthy, Opinion Editor

August 4, 2019 | 3 min read

British Olympian Sir Mo Farah has taken legal action against a vaping company he believes is using his likeness in an advertising campaign.

Mo's Mad For Menthol

Mo's Mad For Menthol ad and others

The gold-winning marathon runner announced earlier this year that he was investigating ads from Diamond Mist that feature the tagline 'Mo's Mad For Menthol'. The spot featured a closeup of a face which could be Farah's (but wasn't).

This Is Money reports that the 36-year-old is now seeking compensation from the vaping company, and out of home advertising firm Exterion Media and has filed a lawsuit.

As well as digital ads, the work also featured on the side of London buses where the athlete has a legacy at the 2012 Olympics. The case verges on whether there is a reasonable person would think there is a relationship between the Nike and Quorn ambassador and the vaping company.

Vape ad

Farah representative Andy Lee, a partner at law firm Brandsmiths, said the ad would lead people to believe Mo supports the product "causing damage to his reputation and commercial interests".

Diamond Mist issued a defence claiming that Mo is a common name, the image actor cannot be identified and it ran campaigns with several people and flavours.

It said in March on Facebook: "The aim of the campaign was to feature a diverse range of people to reflect the diversity of London and the wide range of people who use our products. At no point was there any intention to associate the Menthol product with Sir Mo Farah."

Read its statement below.

Diamond Mist
Advertising Sports Marketing Mo Farah

More from Advertising

View all


Industry insights

View all
Add your own content +