An E-cigarette ad is not permitted to be telecast on British television as it features a baby and doesn't mention the nicotine content.
The Advertising Standards Authority said that the commercial for E-Lites did not make it clear the product contains nicotine and a baby in the advert would appeal to the young viewers, Metro.co.uk reported.
The advert, which shows a smoker leave a room to light a cigarette and misses seeing a baby dance to Gangnam Style, has already received complaints from 65 people.
The watchdog said that they believed that such ads should make the nature of the product advertised clear.
The ASA has also outlawed commercials of rival e-cigarettes Ten Motives and SkyCigs over similar concerns about the nicotine content.