Electronic cigarettes: Overview

Feb 27th '24

Section 22 of the Committee of Advertising Practice (CAP) Code concerns the regulation of marketing communications for electronic cigarettes. For the purposes of this Section, an “electronic cigarette” is any product intended for inhalation of vapour via a mouth piece (‘vaping’), or any component of that product including, but not limited to, cartridges, tanks or e-liquids. The rules apply to any ad for e-cigarettes or related products, including e-shisha and e-hookah products, regardless of whether they contain nicotine.


The rules in Section 22 are designed to ensure responsible advertising of electronic cigarettes and cover both the content and targeting of ads.


For detailed guidance on certain requirements of the Code when advertising e-cigarettes, please see the relevant AdviceOnline articles below, which provide advice on;



Marketers are also advised to read the rules in Section 22 in full, which cover further content requirements and prohibitions, such as the need for ads to state if a product contains nicotine and to not encourage non-smokers or non-nicotine users to use e-cigarettes.


Source: CAP


Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority. CAP’s AdviceOnline entries provide guidance on interpreting the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing.


Need A Regulatory Marketing Compliance Consultant? A Bit More About Us


How we can help

LS Consultancy are experts in Marketing and Compliance, and work with a range of firms to assist with improving their documents, processes and systems to mitigate any risk.


We provide a cost-effective and timely bespoke copy advice and copy development services to make sure all your advertising and campaigns are compliant, clear and suitable for their purpose.


Our range of innovative solutions can be tailored to suit your unique requirements, no matter whether you’re currently working from home, or are continuing to go into the office. Our services can be deployed individually or combined to form a broader solution to release your energies and focus on your clients.


Contact us today for a chat or send us an email to find out how we can support you in meeting your current and future challenges with confidence.


Explore our full range today.


Contact us


Call Us Today on 020 8087 2377 or send us an email.



Connect with us via social media and drop us a message from there. We’d love to hear from you and discuss how we can help.


Facebook | Instagram | LinkedIn | X (formally Twitter) | YouTube


Contact us