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From now on, Europeans can expect to see on their TV screens commercials showing electronic cigarettes as a similar marketing strategy openly employed by alcohol producers. This is a far cry in the past when tobacco advertising and cigarette sampling practices were banned on television. Today, the tide is turning in favor for e-cigs with the official approval coming from the Committee of Advertising Practice (CAP) allowing e-cig companies to promote their products while people watch their favorite hit shows on TV.
Basic Guidelines for E-Cig Advertising
While the advertising of e-cigarettes on TV has been approved, e-cig manufacturers are required to follow some rules and guidelines issued by the CAP. Prior deliberations considered how the ads might encourage smoking among youth. Much emphasis has been put on the protection of the young people and after widespread debate, CAP ultimately decided to allow e-cig ads provided the companies abide by the rules. As explained by Director Shahriar Coupal, the advertising standards are within their commitment to regulate commercials to make sure they are aired in a responsible way. In summary, the following rules apply:
- Ads must not target kids or teenagers. Commercials are discouraged to positively depict vaping as an acceptable part of youth culture. To be socially responsible, the ads should specify the product is not suitable for minors or those below 18 years old. Characters featured in the ads must look they are aged over 25 and should behave in adolescent manner to prevent sending the wrong message to the youth.
- Ads can’t make medicinal claims. Without license issued by the Medicines and Healthcare Products Regulatory Agency (MHRA) that e-cigs are healthier or safer, they are to be presented as mere substitute product for tobacco. Being non-cigarette, it must be clear that there’s no nicotine present.
- Ads can’t be used to recruit non-smokers. The rules specify that the ads must not encourage non-smokers to try e-cigs even if they are not tobacco products.
- Ads should not be linked with alcohol, gambling, or illegal drugs. The commercial must not depict activities or locations that suggest using e-cigs may be unsafe or unwise, such as driving or when in bed.
Although the guidelines opened the door for e-cig manufacturers to promote their product more extensively, only a few ads have appeared in popular TV shows and movies. Advertisers are cautious about CAP’s strict rule not to allow the showing of e-cig ads during or adjacent to programs intended for the youth.
A Boost to E-Cigarette Industry
CAP’s decision to allow e-cig advertising is a big plus for the e-cig world. After being censored in the past, vaping now becomes a legitimate image that can be seen on TV. This recent development is considered an effective medium to create new awareness about e-cig as a better alternative to tobacco products. As more ads are expected to come in across UK media, it is hoped that more tobacco users are to be encouraged to shift to vaping and join more than two million Britons who regularly use e-cigs.