Heated tobacco case shows age matters in British ads for e-cigarette products

Companies dealing in e-cigarette products must be extremely careful with all age-related details when it comes to website illustrations and endorsements, a new UK ruling against a heated tobacco company demonstrates.

Section 22 of the Committees of Advertising Practice (CAP) Code states that e-cigarette products should not appeal to non-vapers, and not use models who appear to be under the age of 25.

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Freddie Dawson

Senior news editor
Freddie studied at King’s College, London and City University and worked for publications including The Times, The Malay Mail, PathfinderBuzz and Solar Summary before joining the ECigIntelligence team. He has extensive experience in covering fast-moving consumer goods (FMCG), manufacturing and technological innovation.

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