Apparently there was an issue with some crossed signals between British American Tobacco and Apple's ad network as ads for the UK e-cigarette brand were pushed to a children's iPad game. The company pulled all of its online ads and quickly apologized for the incident as it investigates the cause.
E-Cigarette Brand Apologizes for Advertising in Kids iPad GameWe apologise that an advert has ended up on an channel that it clearly wasn’t intended or appropriate for. As soon as this was brought to our attention, we pulled all our online advertising whilst we look into this matter further and establish how it happened.
Vype is an e-cigarette brand marketed and sold by Nicoventures, a subsidiary of British American Tobacco. Children are not, and will never be, the target audience for Vype, which is a product aimed at adult consumers who are able to make an informed choice regarding which brand they choose.
This was obviously an error. But I'm sure at some point a prohibitionist will try and point to this as evidence e-cigarettes are designed to hook kids.