New UK advertising rules
Posted on 9 October 2014 by Matt Brown.
JAC Vapour welcomes the sensible e-cigarette advertising restrictions that CAP have outlined today (October 9th 2014).
The main pointers being:
- Ads must not be likely to appeal particularly to people under 18, especially by reflecting or being associated with youth culture
- People shown using e-cigarettes or playing a significant role must neither be, nor seem to be, under 25
- Ads must not be directed at people under 18 through the selection of media or the context in which they appear
- Ads must not encourage non-smokers or non-nicotine users to use e-cigarettes
- Ads must make clear that the product is an e-cigarette and not a tobacco product
Emma Logan, Communications Director at JAC Vapour says:
"Electronic cigarettes are a relatively new product and the industry has seen a rapid expansion of the number of companies in the UK, over the past year or so, looking to capitalise on their popularity, with different approaches to marketing, advertising and sponsorship.
At JAC Vapour we have always recognised that as an electronic good, and a consumer product that is an alternative to smoking, we must behave in a responsible manner.
By targeting our product and advertising at existing smokers and not featuring images that glamourise the habit, we feel that people who can genuinely be helped by our products are, and those who should not be in the target group are not.
We know that our target audience is 25+ with an existing smoking habit.
By allowing advertising to continue, but in a responsible manner, CAP have allowed reputable e-cigarettes brands to continue to promote to smokers and provide on-going education on these potentially life-saving devices.