This welcome judgment highlights that yet more of Japan Tobacco's claims are misleading. The tobacco industry has focused its opposition to plain, standardised packs on a claim the illicit trade would increase.
JTI's head of corporate affairs in the UK, Paul Williams said:
Whilst we will not publish the advertisement in question again, we disagree with those who appear to wish to close down this debate by challenging the semantics of our statements rather than the substance.
We will continue to express our concerns, as it is essential that common sense and sound evidence prevail.
More top news
Which? put in a 'super-complaint' after finding firms exaggerate discounts with dodgy multi-buys, shrinking products and baffling offers.
The Queen celebrates her 89th birthday today - but will she get to share it with her new great-grandchild?
Phil Rudd also pleaded guilty to possessing crystal meth and marijuana in a New Zealand court.