Watchogs bans ad for ‘harmless cigarettes’
The website for Nicolites, which sells electronic cigarettes containing a cartridge holding liquid nicotine, said the vapour inhaled and exhaled by users resembled smoke but was harmless.
Another claim said it was the tobacco in standard cigarettes that was harmful, and nicotine was mildly addictive but did not pose a health hazard.
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Hide AdBut one reader complained that the claims were misleading and could not be substantiated.
The Advertising Standards Authority upheld the complaint and ruled that the advert must not appear again in its current form.