21 October 2015: advertising of Nicorette QuickMist
Published 25 November 2015
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A member of the public tweeted to MHRA to express concerns about an advertisement for Nicorette QuickMist (nicotine) by Johnson & Johnson that appeared on ITV on 14 September 2015. The complainant alleged that the claim “Nicorette Quickmist makes you 150% more likely to quit for good [150% vs willpower alone]” did not reflect the totality of evidence available.
MHRA did not uphold the complaint. Johnson & Johnson provided evidence for the claim, including a randomised, double blind, placebo controlled trial and details of the Cochrane review that supported the efficacy of nicotine replacement therapy for smoking cessation.