VIDEO: 147 complaints over sexy e-cigarette advert

The Bolton News: The "slightly cheeky" VIP e-cig advert The "slightly cheeky" VIP e-cig advert

A SUGGESTIVE TV advert which drew complaints from shocked viewers has been defended by a Radcliffe e-cigarette company as “slightly cheeky”.

VIP Electronic Cigarettes, a company based on the Dale Street industrial estate, launched the raunchy commercials featuring a glamorous actress in November.

Following its airing just after the 9pm watershed on Saturday during I’m A Celebrity . . . Get Me Out Of Here! 147 people complained to the Advertising Standards Agency (ASA).

The innuendo-laced 20-second advert features a woman in a tight black dress who appears to be making provocative sexual references, but is in fact talking about an e-cigarette.

The ASA confirmed it had launched an investigation following the complaints which could lead to the commercial being pulled from television screens.

A spokesman said: “The complaints were generally on the grounds of taste and decency.

“People objected to the advert being overtly sexual and offensive and complained it sexualised and glamourised the use of e-cigarettes and/or of smoking.”

The commercial was launched on November 4 in the Granada region along with a second  advert featuring a suited man making a series of euphemism-filled statements.

Miguel Corral, co-owner of VIP Electronic Cigarettes, said the company was forbidden from including the product itself so took a different “slightly cheeky” approach.

He said: “I think it’s safe to say that our ads could be considered controversial and definitely push boundaries.

“Due to advertising regulations we were not permitted to include the product in the ad, so we decided to take a tongue-in-cheek approach to appeal to an adult audience and communicate the superior taste of VIP products while making it clear that the product does contain nicotine and that they are only available to smokers over the age of 18.

“We anticipated that the creative treatment for this campaign would cause comment and we were ready for this.

"I want to make it very clear that as a leading e-cigarette manufacturer, we take our responsibilities extremely seriously which is evident in our decision not to broadcast the ads before the watershed and follow the advertising rules closely.”

Comments (11)

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1:58pm Thu 12 Dec 13

Regulatory Man says...

Dear complainants - Please go and get yourselves a life. You are career whingers looking for any opportunity to ban this and that on some moralistic principle that only you can determine what adults can and cannot see. This advert was aimed at adults and adults can, believe it or not usually make up their own minds of what is and is not offensive for them to see and hear without your moral high ground, unwanted assistance. It is after the watershed after all which you people called for. Never happy are you unless you are criticising someone or something.

If you don't like the advert or anything else that is broadcast then please use the filtering feature that is always provided as standard with any media device that you are viewing the content on - it will be listed in the devices handbook but for many it will be commonly referred to as the on/off switch.
Dear complainants - Please go and get yourselves a life. You are career whingers looking for any opportunity to ban this and that on some moralistic principle that only you can determine what adults can and cannot see. This advert was aimed at adults and adults can, believe it or not usually make up their own minds of what is and is not offensive for them to see and hear without your moral high ground, unwanted assistance. It is after the watershed after all which you people called for. Never happy are you unless you are criticising someone or something. If you don't like the advert or anything else that is broadcast then please use the filtering feature that is always provided as standard with any media device that you are viewing the content on - it will be listed in the devices handbook but for many it will be commonly referred to as the on/off switch. Regulatory Man

2:09pm Thu 12 Dec 13

Regulatory Man says...

That's two of the 147 complainants read my piece then.
That's two of the 147 complainants read my piece then. Regulatory Man

2:16pm Thu 12 Dec 13

boltonnut says...

Very tongue in cheek although tongues are not involved in this instance.
Very tongue in cheek although tongues are not involved in this instance. boltonnut

3:21pm Thu 12 Dec 13

127001 says...

about as sexy as a Joan Collins novel.
about as sexy as a Joan Collins novel. 127001

5:38pm Thu 12 Dec 13

Roy-Cropper says...

Ooooof I wouldnt mind a smoke of that
Ooooof I wouldnt mind a smoke of that Roy-Cropper

9:17pm Thu 12 Dec 13

Mick England says...

Just like racism this only works one way, I'm sure I've seen an almost identical advert with an acor in it! Not much said about his suggestive comments is there?
Just like racism this only works one way, I'm sure I've seen an almost identical advert with an acor in it! Not much said about his suggestive comments is there? Mick England

9:18pm Thu 12 Dec 13

Mick England says...

*actor
*actor Mick England

9:23pm Thu 12 Dec 13

Mick England says...

He wants you advert is much the same.
.
Watch "VIP He wants you" on YouTube
https://www.youtube.
com/watch?v=eh6BXooM
tnk&feature=youtube_
gdata_player
He wants you advert is much the same. . Watch "VIP He wants you" on YouTube https://www.youtube. com/watch?v=eh6BXooM tnk&feature=youtube_ gdata_player Mick England

10:20pm Thu 12 Dec 13

Lancashire always says...

147 Complaints ??? I've seen more suggestive cat food add`s
147 Complaints ??? I've seen more suggestive cat food add`s Lancashire always

5:00pm Fri 13 Dec 13

boydell says...

I was a teenager in the sixties,,, free love/drugs and all that. I have seen most of what went on then, but this advert really takes the biscuit.
You would have needed to live in a cave not to realise what this ad was all about.....and what it was actually portraying. We havn't all lived in convents and monastries. If this is the depths that some firms lower themselves to, well they really are in the gutter. The sooner it is taken off the television the better.
By the way, WHY should I have to turn off the television... I pay a subscription every month as well as a licence to watch television , I shouldn't have to watch some double meaning filth as part of my package.
I was a teenager in the sixties,,, free love/drugs and all that. I have seen most of what went on then, but this advert really takes the biscuit. You would have needed to live in a cave not to realise what this ad was all about.....and what it was actually portraying. We havn't all lived in convents and monastries. If this is the depths that some firms lower themselves to, well they really are in the gutter. The sooner it is taken off the television the better. By the way, WHY should I have to turn off the television... I pay a subscription every month as well as a licence to watch television , I shouldn't have to watch some double meaning filth as part of my package. boydell

12:57pm Tue 17 Dec 13

buckfeed17 says...

boydell wrote:
I was a teenager in the sixties,,, free love/drugs and all that. I have seen most of what went on then, but this advert really takes the biscuit. You would have needed to live in a cave not to realise what this ad was all about.....and what it was actually portraying. We havn't all lived in convents and monastries. If this is the depths that some firms lower themselves to, well they really are in the gutter. The sooner it is taken off the television the better. By the way, WHY should I have to turn off the television... I pay a subscription every month as well as a licence to watch television , I shouldn't have to watch some double meaning filth as part of my package.
are you actually being serious that this is filth?? Did this advert actually offend you?
[quote][p][bold]boydell[/bold] wrote: I was a teenager in the sixties,,, free love/drugs and all that. I have seen most of what went on then, but this advert really takes the biscuit. You would have needed to live in a cave not to realise what this ad was all about.....and what it was actually portraying. We havn't all lived in convents and monastries. If this is the depths that some firms lower themselves to, well they really are in the gutter. The sooner it is taken off the television the better. By the way, WHY should I have to turn off the television... I pay a subscription every month as well as a licence to watch television , I shouldn't have to watch some double meaning filth as part of my package.[/p][/quote]are you actually being serious that this is filth?? Did this advert actually offend you? buckfeed17

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