This Enforcement Notice is jointly-issued with the MHRA (Medicines and Healthcare products Regulatory Agency) and provides guidance to advertisers of e-cigarettes.

Advertisers are permitted to present factual information about unlicensed nicotine-containing e-cigarettes and their components on their websites, including prices. However, when an advertiser places undue emphasis on savings and discounts, this is likely to go beyond what
is allowed and breach the CAP Code.

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