The Essen-based e-cigarette manufacturer Niko Liquids is not allowed to advertise its products with the slogan “Pleasure without remorse” according to a recent ruling (not legally binding). This is a health claim that is prohibited in advertising. According to the court, the advertising statement suggests to the consumer that the capsules with liquids are completely harmless. Furthermore, the advertising as “pharmacy-pure liquids” is inadmissible advertising with a self-evident claim. According to the law, liquids must have a certain degree of purity anyway (LG Essen, judgment of October 25, 2019, Ref.: 41 O 13/19).