E-cigarettes to move out of TV shadows

Electronic cigarettes may be shown in UK television advertisements from November 10, according to a BBC news story quoting the Committee of Advertising Practice (CAP).

Ruling for the first time specifically on electronic cigarettes, the CAP said advertisements must not target under-18s or non-smokers, and must not show tobacco ‘in a positive light’.

While the advertising of electronic cigarettes on television is already allowed, currently the device itself must not appear on screen.

The committee said the new rules would be reviewed after a year.