UK Consultation on e-cigarette advertising

The  UK’s CAP (Committee of Advertising Practice) and BCAP (Broadcast Committee of Advertising Practice) have today launched a consultation on proposed changes to each of their codes, which would remove the prohibition on making health claims for electronic cigarettes.

If approved it will mean that such claims, where they can be substantiated and are not misleading, can be made in lawful advertisements. The proposed changes have been prompted by the view of several public health stakeholders on the relative safety of e-cigarettes compared to combustible tobacco.

The consultation is open until 16th October 2017,  the full document is available on the Advertising Standards Authority website.