First TV ad showing someone using an e-cigarette is broadcast

THE FIRST television advert to show someone smoking an e-cigarette has been broadcast.

Cigarette smoking was banned from British television adverts in 1965, with the ban extended to cigars and rolling tobacco in 1991.

Previous e-cigarette adverts were not allowed to show the devices being used.

Following a change in the rules from the Committee of Advertising Practice, the commercial for the VIP brand which showed a woman exhaling vapour from an e-cigarette was shown after the 9pm watershed.

The brand’s co-founder Dave Levin said: “VIP is aimed at adults and, as such, all adverts will appear in suitable programmes after the watershed.

“E-cigarettes have been shown to be a healthier alternative to tobacco and this is about helping people who want to smoke to make a healthier choice.”

Containing nicotine but not tobacco, e-cigarettes have been marketed as a safer alternative to tobacco for smokers who are trying to quit.

A World Health Organisation report warned the vapour released by e-cigarettes may have hidden dangers and there have been calls for more research into health effects.

But it has been argued that the WHO report is misleading as it does not acknowledge that the risks from e-cigarettes are far outweighed by cigarette smoke, which contains tar and toxins.

Under the new rules from the Committee of Advertising Practice (CAP), adverts for e-cigarettes must not encourage non-smokers to use them, or show them being used by anyone under the age of 25.

They must not appeal to children or appear in programmes popular with children or teenagers.

The new rules will not allow manufacturers to claim that e-cigarettes are safer or healthier than smoking tobacco, unless they are licensed by the Medicines and Healthcare products Regulatory Agency.

CAP director Shahriar Coupal said: “While the debate about e-cigarettes continues our commitment is to make sure they are advertised in a responsible way, and that children are protected.”