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Since November, manufacturers have been allowed to advertise the use of e-cigarettes on TV, as long as they do not promote tobacco or target non-smokers or young people.
The advertising watchdog received more than 200 complaints about the ads, although they don’t show regular tobacco being used. E-cig manufacturer Must Have, which trades as VIP Electronic Cigarettes, said its adverts were sufficiently clear it was an e-cigarette and not regular tobacco being smoked.
ASA said: “We considered that the manner in which the vapour was exhaled and the heightened focus on this action created a strong association with traditional tobacco smoking.”
“Because the ads presented it, as the central focus of the ads, in a sultry and glamorous way, we considered that they indirectly promoted the use of tobacco products.”
Meanwhile, an ad for KiK e-cigarettes, made by Vape Nation, was banned after receiving seven complaints. It depicted a man ‘vaping’ the product in an outdoor restaurant saying he preferred them to normal cigarettes. The ad was banned for encouraging former smokers to use them.
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