VIP e-cigarettes ad plumbs hitherto unknown depths

E-cigarettes are a booming market and, as is usual in such cases, one seemingly infested by cowboys.

This ad from UK distributor VIP is attracting volleys of complaints for running pre-9pm watershed – or just because it’s gross, naff and clearly produced by idiots.

Aren’t all UK TV ads supposed to be cleared by Clearcast, a private company? What the fuck did they think they were doing here?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.


  1. What the fuck do you think you are doing more like. Clearly not checking any facts at all.

    The ad ran after the 9pm watershed and Clearcast gave it a post 9pm watershed restriction. The ASA thought that should have been post 11pm.

  2. So that makes this vulgar, demeaning ad OK does it Matt?

    Don’t agree

  3. well that’s a lovely start to a monday morning.
    wish i hadn’t clicked on that.