Watchdog Rule Changes Governing E Cigarette Ads on TV

As of the 10th November 2014 CAP ( Committee of Advertising Practices ) have lifted bans on e cigarette companies showing an e cigarette being used in TV advertisements. Previously while e cigs were allowed legally to be advertised on the television there were incredibly strong restrictions in place, including being unable to show the e cigarette being used by an e smoker.

While the few very discreet e cigarette adverts that have previously (prior to the new rules) made it onto TV have earned some exposure from the exercise it is expected that the new formats will have a bigger impact on consumer awareness.

Tobacco cigarette advertising has been banned from our screens for some years and while the new advertisements will still have to adhere to specific guidelines the move is one celebrated by e cigarette manufacturers and retailers who for the first time have the option to advertise their products more freely.
E Cigarette Advertising Guidelines

In order to meet the new CAP guidelines advertising for e cigs will have to meet the following minimum requirements:

• No health claims about e cigarettes may be made
• E Cigarettes may not be presented as or portrayed as any type of medical device or boast medical benefits
• E cigarettes may not be advertised in any way which CAP feels is pointed towards children or the youth culture
• E Cigarettes must not be advertised in such a way as to encourage non-smokers to take up e smoking

It is safe to assume that e cigarette adverts made from now on will be closely monitored in order to ensure that these guidelines are met properly.

The Future of E Cigarette Advertising

The BBC has reported that the new guidelines will be reassessed in twelve months however in the absence of any specific or overwhelming issues which can't be amicably resolved it seems likely that they will continue to stay as they are for another year.

While the latest CAP ruling is seen by some as only a small victory others recognise it as the first step to the e cigarette market, and e cigarette technology being seen as a legitimate and popular product. It also shows that the CAP in part at least believe that e cigarettes should be allowed to be advertised to a wider audience than they currently are so paves the way for more media exposure in the future.

While some have raised concerns about e cigarettes being more freely advertised as being detrimental others are keen to remind everyone that tobacco cigarettes were banned from the airwaves years ago due to proven health concerns. The CAP ruling insinuates rather than confirms that e cigarettes are not looked at in the same light and which is considered a victory in itself, albeit a small one.

The e cigarette market is a fast moving one which is developing constantly. Supporters see this recent CAP ruling as another feather in the cap which will one day overshadow the traditional tobacco industry altogether.