Due to uncertainty amongst industry about what they can and can’t do in their ads, the Committees of Advertising Practice (CAP and BCAP) are taking swift action to develop new advertising rules for electronic cigarettes.

The current advertising rules weren’t designed to regulate this new product as shown by the fact that, in some instances, e-cigarettes are caught by rules that are intended to restrict the advertising of tobacco products.

We intend to develop new rules that give clarity to advertisers and ensure e-cigarettes are promoted responsibly. We’ve started looking at potential options with a view to launching a full public consultation as early as possible in the New Year.

We know that the Medicines and Healthcare Products Regulatory Agency intends to regulate e-cigarettes as medicines from 2016. However, given the fact that advertising of this product is happening now, it’s important to have a clear and responsible framework for advertising in place.

We will provide updates, including details of the public consultation, via our e-newsletters. We encourage anyone with an interest to sign-up for alerts


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