The Committee of Advertising Practice (CAP) has launched a month consultation on new rules and guidance on the advertising of e-cigarettes.  The consultation responds to the European Tobacco Products Directive (TPD) and its UK implementing legislation (the Tobacco and Related Products Regulations) coming into effect earlier this year.  These new laws prohibit the advertising of e-cigarettes and e-liquids which contain nicotine and which are not licensed as medicines, in some media channels.

CAP are seeking views on how best to reflect these legal prohibitions on non-broadcast advertising in their Code so that the Advertising Standards Authority  can enforce them. CAP are also seeking views on their proposals for accompanying guidance and on diverse other issues including the acceptability of ads for e-cigarette retailers (as distinct from products), the issue of health claims and whether the content rules put in place in 2014 remain proportionate. They  have made some changes to the UK Code of Broadcast Advertising Code in light of the TPD coming into force; an announcement about which can be found on the CAP website, or by clicking here.

The consultation closes at 5pm on Monday 31 October.