New advertising rules for e-cigarettes - from 10 November 2014

The Committees of Advertising Practice (CAP) has published new advertising rules for                   e-cigarettes, which will come into effect on 10 November 2014. From that date e-cigarettes will actually be able to be physically seen on TV adverts, which is not permitted currently.

In brief, the new rules state:

• Adverts must not be likely to appeal to under 18s;
• People shown using e-cigarettes must not be, or seem to be, under 25;
• Adverts must not be directed at under 18s through the selection of media / context in which they appear;
• Adverts must not encourage non-smokers / non-nicotine users to use e-cigarettes; and
• Adverts must make clear that the product is an e-cigarette and not a tobacco product.

In addition, unless an authorisation is obtained from the Medicines and Healthcare products Regulatory Agency, then adverts for e-cigarettes must not claim that they are 'safer' or 'healthier' than smoking tobacco.

The new rules will be formally reviewed after 12 months.