New rules will allow electronic cigarettes to be shown in television adverts from next month, it has been announced.
Images of e-cigarettes were previously prohibited in TV campaigns but can be shown from November 10 providing they comply with "strict" new rules newly published by the Committees of Advertising Practice (CAP).
While e-cigarettes can be shown - including in use - in ads across UK media, campaigns will be banned from attempting to tap into youth culture or promoting links with tobacco products.
Ads must not encourage non-smokers to use e-cigarettes, must make clear that the product is an e-cigarette and not a tobacco product and must not contain anything that could be associated in the audience's mind with a tobacco brand.
Advertisers must not claim that e-cigarettes are healthier than smoking tobacco unless they obtain authorisation from the Medicines and Healthcare products Regulatory Agency.
CAP said the rules placed an emphasis on the protection of young people, and ads must not be likely to appeal particularly to under-18s, while anyone appearing in them must not be, or appear to be, under 25.
Ads on TV and radio will be subject to scheduling restrictions to reduce the chance of them being seen or heard by children.
CAP said the increase in the popularity and availability of e-cigarettes had seen a significant growth in advertising, and they had not, until now, been subject to rules specific to the product.
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