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.