AN advert for an electronic cigarette has been banned for not making it clear the product contains nicotine.
The ban, the first time the regulator has ruled against a TV ad for e-cigarettes, applies to the television and radio ads of the campaign for E-Lites and follows 65 complaints that they were irresponsible and normalised smoking.
The Advertising Standards Authority (ASA) noted that e-cigarettes were a relatively new product and it was "important that such ads made the nature of the product being advertised clear".
It said whether or not the product contained nicotine was "material information that needed to be included in the ads".
The ASA ruled that the ads must not be broadcast again in their current form, adding: "We told Zandera to ensure that their broadcast ads make clear whether or not E-Lites contain nicotine."
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