Sexually suggestive e-cigarette advert banished to the late-night TV hinterlands after more than 100 viewers complain

 

An innuendo-laced advertisement for e-cigarettes can only be shown after 11pm because of its apparent reference to oral sex, watchdogs have ruled.

More than 100 viewers complained over the adverts for VIP Electronic Cigarettes, which were shown during I’m a Celebrity on ITV.

One advert showed a woman speaking directly to the camera, who states: “I want you to get it out. I want to see it, feel it, hold it. Put it in my mouth. I want to see how great it tastes.”

A second commercial, shows a man making similar statements including: “Do you want to see it? I can get it out if you like.”

The Advertising Standards Authority said it “acknowledged the complainants’ concerns that the presentation of the ads included implied references to oral sex.”

The body ruled: “We considered the sexually provocative presentation of the male and female characters in conjunction with a graphic description of oral sex was likely to cause serious and widespread offence to viewers who viewed the ads during normal evening viewing.”

However the ASA rejected complaints that the adverts were “sexist, degrading and exploited women.” The watchdog found that the adverts “contained no explicit sexual imagery and concluded by revealing that the commentary related to an e-cigarette.”

A post-11pm restriction should have been applied to the adverts, which breached the broadcasting code rules on scheduling.

The ASA also rejected complaints over an accompanying female voice-over, which stated “If you're gonna Vape, Vape with VIP”. Some viewers said “vape” was a wordplay on “rape”.

The manufacturers said the statement was used to target e-cigarette vapers and tobacco cigarette smokers, who were considering switching to e-cigarettes.

The ruling follows the return to UK screens of Big Tobacco advertising for the first time in nearly 50 years.

Last week British American Tobacco announced its foray into the lucrative e-cigarette market with a TV, press and poster campaign for Vype, its electronic substitute for smoking.

Over the next few months the advert is slated to appear more than 300 times in the breaks between shows as diverse as Brit Cops: Zero Tolerance, Mock The Week, and even 24 Hours in A&E.

The total campaign is expected to cost BAT several million pounds as it attempts to establish a foothold in a market which is already worth $3 billion worldwide.

Health campaigners fear the post-watershed adverts will “re-glamourise” the act of smoking for a younger audience.

The ASA admitted that currently there are no specific rules regarding e-cigarette marketing and that adverts merely have to ensure they do not contain anything likely to be misleading, harmful or offensive. A consultation will be launched on potential specific restrictions in the next few weeks.

Unlike real tobacco, advertising electronic cigarettes is legal, but EU rules have banned the product being displayed.

Thee television adverts for E-Lite electronic cigarettes were banned by the ASA last September after it said the company did not make it clear that the products contained nicotine. Adverts must make it clear that the product does contain nicotine and that they are only available to smokers over the age of 18.

Voices
On the last day of campaigning before the polling booths open, the SNP leader has written to voters in a final attempt to convince them to vote for independence
voicesIs a huge gamble on oil keeping the First Minister up at night?
Sport
A 'Sir Alex Feguson' tattoo
football

Arts and Entertainment
Liam Neeson said he wouldn't
tv

Liam Neeson's Downton dreams

Voices
voicesApple continually kill off smaller app developers, and that's no good for anyone
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn unforgettable anthology of contemporary reportage
Arts and Entertainment
Ben Whishaw is replacing Colin Firth as the voice of Paddington Bear
tv

Thriller is set in the secret world of British espionage

Life and Style
life

News
ScienceGallery: Otherwise known as 'the best damn photos of space you'll see till 2015'
Travel
travelWhy Japan's love hotels are thriving through an economic downturn
Life and Style
fashion

Bomber jacket worn by Mary Berry sells out within an hour

Life and Style
Alexander McQueen A/W 2014
fashionPolitics aside, tartan is on-trend again this season
Arts and Entertainment
Rapper Jay Z performs on the Pyramid Stage at Glastonbury in 2008
musicSinger sued over use of the single-syllable sample in 'Run This Town'
Sport
Joel jumps over the board...and into a giant hole
footballFrom joy to despair in a matter of seconds
News
i100
Arts and Entertainment
Pointless host Alexander Armstrong will voice Danger Mouse on CBBC
tv

Much-loved cartoon character returns - without Sir David Jason

Arts and Entertainment
Meera Syal was a member of the team that created Goodness Gracious Me
tv

Actress to appear in second series of the hugely popular crime drama

Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Head of Marketing - London

£60000 - £85000 per annum: Ashdown Group: Interim Head of Marketing / Marketin...

IT Application Support Engineer - Immediate Start

£28000 per annum: Ashdown Group: IT Software Application Support Analyst - Imm...

Digital Project Manager

£25 - 30k: Guru Careers: A Digital Project Manager is needed to join an exciti...

Paid Search Analyst / PPC Analyst

£24 - 28k + Benefits: Guru Careers: We are seeking a Paid Search Analyst / PPC...

Day In a Page

Mystery of the Ground Zero wedding photo

A shot in the dark

Mystery of the wedding photo from Ground Zero
His life, the universe and everything

His life, the universe and everything

New biography sheds light on comic genius of Douglas Adams
Save us from small screen superheroes

Save us from small screen superheroes

Shows like Agents of S.H.I.E.L.D are little more than marketing tools
Reach for the skies

Reach for the skies

From pools to football pitches, rooftop living is looking up
These are the 12 best hotel spas in the UK

12 best hotel spas in the UK

Some hotels go all out on facilities; others stand out for the sheer quality of treatments
These Iranian-controlled Shia militias used to specialise in killing American soldiers. Now they are fighting Isis, backed up by US airstrikes

Widespread fear of Isis is producing strange bedfellows

Iranian-controlled Shia militias that used to kill American soldiers are now fighting Isis, helped by US airstrikes
Topshop goes part Athena poster, part last spring Prada

Topshop goes part Athena poster, part last spring Prada

Shoppers don't come to Topshop for the unique
How to make a Lego masterpiece

How to make a Lego masterpiece

Toy breaks out of the nursery and heads for the gallery
Meet the ‘Endies’ – city dwellers who are too poor to have fun

Meet the ‘Endies’ – city dwellers who are too poor to have fun

Urbanites are cursed with an acronym pointing to Employed but No Disposable Income or Savings
Paisley’s decision to make peace with IRA enemies might remind the Arabs of Sadat

Ian Paisley’s decision to make peace with his IRA enemies

His Save Ulster from Sodomy campaign would surely have been supported by many a Sunni imam
'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

Exclusive extract from Janis Winehouse's poignant new memoir
Is this the role to win Cumberbatch an Oscar?

Is this the role to win Cumberbatch an Oscar?

The Imitation Game, film review
England and Roy Hodgson take a joint step towards redemption in Basel

England and Hodgson take a joint step towards redemption

Welbeck double puts England on the road to Euro 2016
Relatives fight over Vivian Maier’s rare photos

Relatives fight over Vivian Maier’s rare photos

Pictures removed from public view as courts decide ownership
‘Fashion has to be fun. It’s a big business, not a cure for cancer’

‘Fashion has to be fun. It’s a big business, not a cure for cancer’

Donatella Versace at New York Fashion Week