The Promoting Requirements Authority (ASA), a governing physique in South Africa, has clamped down on e-cigarette producer Twisp, which claimed that the merchandise it presents are ninety five % much less dangerous than conventional smoking in a radio commercial launched by the corporate.

A judgement was made in April the place the ASA deemed that the radio commercial made unsubstantiated claims about their product, regardless of there being analysis carried out by Public Well being England, which estimates that e-cigarette merchandise are ninety five % much less dangerous than cigarettes, in accordance with Occasions Reside.

Twisp introduced this analysis to the eye of the ASA, and whereas the group accepted the authenticity of the British report, Twisp’s vary of merchandise might not meet the identical standards of these merchandise examined within the British research.

“The Directorate has to tread cautiously when coping with well being claims made in business promoting,” a press release by the ASA reads. “It can’t be ignored that the prevalence declare made is being made in relation to the respondent’s Twisp vary of e-cigarettes. It ought to subsequently maintain true in relation to the respondent’s Twisp vary of e-cigarettes.”

Because the judgment towards Twisp, the ASA has stood agency on its choice and has referred to as for the withdrawal of the commercial.

To learn extra click on right here for the Occasions Reside article.

Chris Mellides is the Managing Editor of VAPE Journal. A seasoned journalist, he has labored in all areas of the media business since first getting his begin in newspaper reporting. Contact him at