The first UK advert showing people using e-cigarettes is due to be shown on TV
The first UK TV adverts featuring the use of an electronic cigarette – vaping – are being shown.
While e-cigarette adverts have been on television for some time, showing the device itself was banned until a change in advertising rules which came into force on Monday.
The Committee of Advertising Practice has ruled that adverts must not show tobacco “in a positive light”.
Critics warn showing e-cigarette use could normalise the imagery of smoking.
The British government banned cigarette advertising on television in 1965.
1. On some e-cigarettes, inhalation activates the battery-poweredatomiser. Other types are manually switched on.
2. A heating coil inside the atomiser heats liquid nicotine contained in a cartridge.
3. Liquid nicotine becomes vapour and is inhaled. The “smoke” produced is largely water vapour. Many e-cigarettes have an LED light as a cosmetic feature to simulate traditional cigarette glow.Categories: News