Quit the habit, not the code - help stop smoking

Launched in 2012, Stoptober is a 28-day smoking cessation call by the British Public Health that encourages and supports smokers to quit forever. ‘Stoptober’ is based on the notion that if a person can stop smoking for 28 days, he will be five times more likely to quit once.

Now that we’ve entered the Stoptober season, we thought we’d take some time to share some tips on marketing smoking cessation products and services.


ASA and CAP have not yet seen evidence that any product is effective in helping people Quit smoking without any effort on the part of the smoker (rule 12.8). Willpower is paramount, and no matter what method is used, smokers usually quit smoking only if they are determined to do so. Therefore, unfounded claims such as “stop smoking easily” or any “guarantee of success” offer can break the rules.


A smoker who is unable to quit smoking without artificial means is generally considered an addict. Thus, products advertised as tools to help you quit smoking present themselves as able to treat an addiction or its symptoms. On this basis, all products (including nicotine gum, patches, inhalers, lozenges, sprays, and microtabs) that claim to help people quit smoking are considered drugs and marketers. must have appropriate marketing permission from the MHRA before making such claims in advertisements (rule 12.11).

Some smoking cessation drugs are “prescription drugs” (POMs) (for example, Champix (varenicline) and Zyban (bupropion)). Rule 12.12 The CAP Code explicitly states that prescription drugs (POMs) or prescription drugs only cannot be advertised to the public. There is a narrow exception for company websites that allow you to refer to POMs in certain places, read our article for more information. POMs.

Electronic cigarettes

Due to the fact that the smoking cessation claims are of a medicinal nature and require appropriate marketing permission from the MHRA, electronic cigarettes (including electronic liquids and devices) cannot claim that the product can act as a smoking cessation device unless specifically authorized by the MHRA for this purpose. Marketers also need to be careful to avoid possible claims say by making, for example, that the product is suitable as a smoking cessation device References to Stoptober.

E-cigarettes can be offered as an alternative to tobacco, but should not shake the message that smoking cessation is the best option for health (rule 22.5) and should not be. encourage non-smokers or nicotine users to use e-cigarettes (rule 22.8).


Although ASA and CAP generally accepted it hypnotherapy It can potentially help smokers in their smoking cessation efforts, and there are disagreements over whether the technique is effective. As with all objective claims, marketers must keep evidence to support them and, in particular, to emphasize such claims, should be based on the smoker’s obligation to refrain.

Hypnotherapists should refrain from doing so success rate claims without solid justification to support them. Marketers who make claims about success need to be sure that they are based on solid evidence and do not count only on patients who do not return to follow-up sessions or who are guaranteed a refund.

Do you need additional advice regarding smoking cessation claims? contact Copy the tips a team for customized advice on your unpublished ads.


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