Electronic cigarettes can appear in TV adverts from 10 November, according to new rules published today.
The Committees of Advertising Practice (CAP)’s rules apply across the media spectrum and place an emphasis on the protection of young people.
The ads must also avoid the promotion of the use of a tobacco product or anything that shows tobacco in a positive light.
At present e-cigarette products cannot be shown on TV but are permitted elsewhere.
In summary, the rules state:
· Ads must not be likely to appeal particularly to people under 18, especially by reflecting or being associated with youth culture
· People shown using e-cigarettes or playing a significant role must neither be, nor seem to be, under 25
· Ads must not be directed at people under 18 through the selection of media or the context in which they appear
· Ads must not encourage non-smokers or non-nicotine users to use e-cigarettes
· Ads must make clear that the product is an e-cigarette and not a tobacco product
· Ads must contain nothing which promotes any design, imagery or logo style that might reasonably be associated in the audience’s mind with a tobacco brand
CAP will closely monitor the effect of the rules and conduct a formal review after 12 months.
Director of CAP, Shahriar Coupal, said: “We’ve moved quickly to put in place appropriate and clear regulation around e-cigarette advertising. While the debate about e-cigarettes continues our commitment is to make sure they are advertised in a responsible way and that children are protected.”