The BBC reports that the Committee on Advertising Practice has ruled that e-cigarettes may be advertised on television.
The rules state that adverts must not:
- be “likely to appeal particularly to people under 18, especially by reflecting or being associated with youth culture”
- encourage non-smokers to use e-cigarettes
- claim e-cigarettes are “safer” or “healthier” than smoking tobacco
- make any health claims without approval from the Medicines and Healthcare Products Regulatory Agency