UK advertising authority opens the door to health claims for e-cigs

The body in charge of regulating advertising in the UK will now allow ads for e-cigarettes to promote the products’ health benefits.

The Advertising Standards Authority (ASA)’s Committee of Advertising Practice (CAP) and Broadcast Committee of Advertising Practice (BCAP) have amended their rules following consultation, removing the prohibition on health claims in legal e-cig ads.

The ruling, which came into effect immediately, will be reviewed in November 2019.

Meanwhile, the prohibition against making medicinal claims remains. This means, for instance, that ads can now say vaping is healthier than smoking, but cannot promote e-cigs as a way to stop smoking tobacco.


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