HomeInsightsCommittees of Advertising Practice publish consultation on new rules and guidance on advertising of e-cigarettes.

CAP has launched a consultation on new rules and guidance on the advertising of e-cigarettes.  The consultation responds to the European Tobacco Products Directive (TPD) and its UK implementing legislation (the Tobacco and Related Products Regulations), which came into effect earlier this year.  These new laws prohibit the advertising of e-cigarettes and e-liquids which contain nicotine and which are not licensed as medicines, in some media channels.

CAP is seeking views on how best to reflect these legal prohibitions on non-broadcast advertising in the CAP Code so that the ASA can enforce them.

CAP is also seeking views on its proposals for accompanying guidance and on other issues, including the acceptability of ads for e-cigarette retailers (as distinct from products), the issue of health claims and whether the content rules put in place in 2014 remain proportionate.

BCAP has already made some changes to the BCAP Code in light of the TPD coming into force, an announcement about which can be found here.

The consultation closes at 5pm on Monday 31 October.  To access the consultation, click here.