Essen-based e-cigarette manufacturer Niko Liquids may not promote its products with the slogan "enjoyment without remorse" according to a court ruling. This was a health-related claim that was prohibited in advertising, judged the Essen district court. The advertising message suggests to the consumer that the capsules with liquids are completely harmless, the court said.
In addition, Niko Liquids is not allowed to recommend his capsules as "pharmacy-pure liquids". One reason: According to the law, liquids must already have a certain degree of purity anyway - the statement is therefore a matter of course, and advertising with self-evident features is not allowed, it said at the verdict.
The Wettbewerbszentrale, a self-regulatory organization of the economy, had sued. The verdict is not yet final, Niko Liquids can appeal.
Electronic cigarettes are booming in Germany, but the sale is still a niche compared to classic cigarettes. Manufacturers and distributors promote their products as a better alternative to tobacco. However, the electric evaporators are considered harmful - but not as bad as tobacco smoldering.
more on the subject
According to a study by the University of Dusseldorf, 57 percent of German citizens support a complete advertising ban on electric cigarettes and tobacco heaters. Only 11 percent want the products to continue to be advertised.
