Advertisements run by Philip Morris claiming that passive smoking posed no more of a health hazard than eating biscuits or drinking water have been ruled invalid by the Advertising Standards Authority [ASA].
The ASA said the data Philip Morris had used invalidated the approach. The studies of health risks attached to activities such as eating biscuits and drinking water had various deficiencies, the ASA found.
The ASA concluded that the campaign "gave the misleading impression that passive smoking had been proved to pose less danger to the health of UK consumers than the five activities" cited in the advertisements.
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