Skip to content
Search
AI Powered
Latest Stories

Regulator disapproves ‘medicinal claim’ by vape retailer

The Advertising Standards Authority (ASA) has upheld a complaint against vape retailer VPZ for implying ‘medicinal claims for smoking cessation’ in an advertisement in its website.

The complaint has been filed against the VPZ Vape Clinic promotion in August last year, which offered a money-back guarantee as part of a four-week smoke-free journey with cigarette alternatives.


In their response to the ASA, VPZ confirmed that their products were not authorised by the MHRA for smoking cessation. The company said the ad described the ‘vape clinic’ service offered by their retail stores, and as they sold a range of cigarette alternatives as part of the service, the company added that it was necessary to provide customers with relevant factual and product-focused information to make an informed purchase.

They further asserted that it was necessary to include smoking cessation claims in order to fully inform those who were looking to use vapes as a means of quitting smoking.

They also contested the allegation of medicinal claims. Regarding the claim “make the switch today with the VPZ Vape Clinic”, the company said that their intention was to inform adult smokers that vaping was an alternative to smoking tobacco.

VPZ added that the advertised money back guarantee reflected their belief in smokers being able to successfully quit smoking tobacco via vaping, adding that the business commitment demonstrated their confidence in vaping as a means of stopping smoking.

However, the ASA contended that the claims that e-cigarettes were capable of helping users to quit smoking cigarettes or reduce the amount that they smoked can be considered a medicinal claim.

As the CAP Code states that marketing communications must not contain medicinal claims unless the product is authorised for those purposes by the MHRA, the regulator ruled that the ad breached the Code.

“We acknowledged that the marketing of a vape clinic or claims stating that individuals could switch to vaping were not medicinal claims in themselves. Nevertheless, because the overall impression of the ad emphasised that vaping was a means to quit smoking, rather than presenting it as an alternative to tobacco products, we considered that the claims would also be interpreted as smoking cessation claims by consumers.”

In its ruling the ASA recognised that several public health bodies had made favourable statements about the potential health benefits of e-cigarettes. But medicinal claims in marketing communications for e-cigarettes remain prohibited in the absence of a relevant MHRA licence, the agency noted.

VPZ was told that the ad must not appear again in its current form and not to make smoking cessation claims about their e-cigarette products in the absence of a relevant MHRA licence.

More for you

Sugro UK partners with Britvic to launch industry-first sample box

Sugro UK partners with Britvic to launch industry-first sample box

Leading wholesale buying and marketing group Sugro UK has collaborated with Britvic Soft Drinks, a global organisation with 39 much-loved brands sold in over 100 countries, to launch a groundbreaking Fast Food Sample Box.

The sample box is specifically designed for ICS UK LTD customers, giving them a unique opportunity to sample and experience new Fast Food soft drinks offerings firsthand.

Keep ReadingShow less
Plant-based ready meal

Plant-based ready meal brand on brink of collapse

British plant-based ready meal maker Allplants has filed a notice of intention to appoint administrators, citing ongoing financial losses, stated recent reports.

Allplants, known as the UK’s largest vegan ready meal brand, has faced mounting losses over recent years. Filing the notice provides the company with a critical window to explore options to avoid liquidation, such as restructuring, refinancing, or negotiating a sale.

Keep ReadingShow less
sottish retail-wholesale

Scottish retail-wholesale figure celebrated at University of Stirling graduation

Entrepreneur and businessperson Stanley Morrice, an influential figure in the retail and wholesale sectors, received an Honorary Doctorate from the University of Stirling at Stirling’s winter graduation held today (22).

Stanley, from Fraserburgh, is being recognised for his services to Scottish food, drink and agriculture. He entered the sector as a school leaver. In 1993, he joined Aberdeen-based convenience stores Aberness Foods, which traded as Mace. He rose to become Sales Director, boosting income by 50 per cent and tripling profits, and went on to be Managing Director, successfully leading the business through a strategic sale to supermarket group Somerfield.

Keep ReadingShow less
consumer cheer
iStock image
iStock image

Consumers cheer up as Budget nerves lift: GfK

British consumers have turned less pessimistic following the government's first budget and the US presidential election and they are showing more appetite for spending in the run-up to Christmas, according to a new survey.

The GfK Consumer Confidence Index, the longest-running measure of British consumer sentiment, rose to -18 in November, its highest since August and up from -21 in October which was its lowest since March.

Keep ReadingShow less
Retail Sales
Photo: iStock

Retail sales take bigger-than-expected hit in October

British retail sales fell by much more than expected in October, according to official data that added to other signs of a loss of momentum in the economy in the run-up to the first budget of prime minister Keir Starmer's new government.

The Office for National Statistics (ONS) said sales volumes have fallen by 0.7 per cent in October. A Reuters poll of economists had forecast a monthly fall of 0.3 per cent in sales volumes from September.

Keep ReadingShow less