Models in ads for heated tobacco must both look and be over 25, UK ASA rules

Companies dealing in tobacco products must be extremely careful with all age-related details when it comes to website illustrations and endorsements, a new UK ruling demonstrates.

Following a complaint, the retailer Neafs, which sells tea-leaf-infused nicotine consumables for heat-not-burn devices, was investigated by the Advertising Standards Authority (ASA) over the use of images on its website of people who appeared to be under 25 holding and using Neafs products.