ASA rejects complaint against blu campaign

November 25, 2019

The Advertising Standards Authority (ASA) has rejected a complaint against the summer marketing campaign run by blu, the vaping brand from Imperial Tobacco.

The complaint alleged that three outdoor posters for blu encouraged non-smokers and non-nicotine users to use e-cigarettes.

The ASA in its assessment said there was nothing in the ads “that was likely to suggest to non-smokers particularly that the product was for them.”

The ads featured stylised drawn characters who were all shown vaping, and contained the wording, “For Existing Adult Smokers & Vapers Only”.

The campaign, which ran form June to September in London and other key cities across the UK and Ireland, was only directed at existing smokers and vapers, Imperial Tobacco said in its response.

By Kiran Paul

With a background that spans both the agility of startup environments and the established presence of Asian Media Group, Kiran tries to bring a well-rounded perspective to his work. His career as a journalist began at a dynamic news startup, where he honed his reporting and storytelling skills for five years, gaining valuable experience in a fast-paced and evolving media landscape. Since 2018, he has been contributing to Asian Trader, where a standout feature of his work has been his in-depth interviews with award-winning retailers, which he transforms into insightful profiles that appear in each issue. Since 2021, he has also been at the helm of the sister title, Vape Business.

To use this website you must be aged 18 years or over. Please verify your age before entering the site.

I am 18 or over
I am under 18