15 August 2014: advert for Nicorette QuickMist
Published 15 September 2014
© Crown copyright 2014
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This publication is available at https://www.gov.uk/government/publications/advertising-investigations-august-2014/15-august-2014-advert-for-nicorette-quickmist
An individual complained to MHRA about an advert for Nicorette QuickMist (nicotine) produced by Johnson & Johnson Ltd for consumers, which appeared on a Northern Line tube train in July 2014.
The complainant had concerns that the headline “Don’t Vape. Quit for Good.” was inappropriate, misleading and potentially harmful. The complainant alleged that the advertiser had no evidence for promoting its product as an alternative to vaping (using an electronic cigarette) or providing negative messages to consumers about vaping.
MHRA did not uphold the complaint and considered that the advert was designed to encourage current smokers to quit with an authorised medicine rather than choosing to vape. MHRA found that the claim ‘quit for good’ was consistent with the product’s licensed indication for use as an aid to stop smoking.
No electronic cigarette product is currently available as a medicine for use as an aid to stop smoking.