Dive Brief:

• The U.K. watchdog organization Advertising Standards Authority has banned a posted ad from London's LeoLite. 
• The poster had the phrase "Love Your Lung" that ASA thought eluded that the product was benign or even healthy for lungs. 
• LeoLite claims it only meant the phrase as a catchy slogan and could have avoided the ban if it explained that e-cigs pose few health risks than traditional cigarettes. 

Dive Insight: 

The U.S. has also struggled with the advertising of e-cigs. While there are still no strict guidelines on the advertising of e-cigs, a few brands have run into issues with backlash on how they are advertising. Both Blu and NJoy have walked fine lines within the advertising industry with their ads. But as long as federal guidelines allow free range with advertising, e-cig companies are going to capitalize on their moment, as e-cig marketing budgets has gone up 100% in the past year.