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A voiceover with the ad calls the Vype experience pure satisfaction and calls on smokers to experience the breakthrough. The Advertising Standards Authority which in March launched an investigation into e-cigarette advertising, in part due to health campaigners questioning whether they indirectly promote smoking received 15 complaints about the campaign

The smokers in my day were the most undiscriminating people I knew

The product design, packaging, advertising, and promotion for Virginia Slims have all been designed with the female smoker in mind