Last week the Committee of Advertising Practice (CAP) announced
relaxed regulations for advertising e-cigarettes through television
broadcasting. From November, advertisers will be able to show their
e-cigarette products on television having previously been banned
from doing so. The introduction of the new rules has largely been
welcomed with many finding previous rules unclear and inconsistent.
Health charity, Ash, claimed it was satisfied with the news overall
but disappointed that celebrity endorsement and the offering of
free samples had eluded tighter regulation.
This change will mean that broadcasting regulations mirror the
less restrictive rules on advertising e-cigarettes across all other
media platforms. However, advertisers are prohibited from targeting
children and young adults with bans on the usage of anyone under
the age of 25 enjoying such a product or indeed playing a
significant role during an advert, and on any association of
e-cigarettes with
