The ASA has acted again to ban an e-cigarette advert. Vype's latest poster, featuring a woman experiencing "the breakthrough" of coming through a cloud of smoke. The brand claimed this was meant to
imply breaking free of tobacco and smoke, but the watchdog upheld complaints it implied the e-cigarette was 'a cessation device' which could help smokers quit. The ASA has already banned two other
e-cigarette adverts this year, one from 5 Colors and the other from VIP.
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