Vape Shop Advertising Rules
The TPD requires all EU member states to impose restrictions on advertising e-cigarettes. The rules state that advertising nicotine-containing e-cigarettes that are not licensed as medicines is prohibited in the following media:
But the rules allow e-cig advertising in the following media:
E-cigarette advertising in the UK which is not prohibited by the TPD is subject to rules set out by the Advertising Standards Authority (ASA). These rules apply to any advertising for e-cigarettes and related products, including e-hookah and e-shisha products, regardless of whether they contain nicotine.
Companies advertising these products must:
Advertisements for these products must not:
The ASA’s requirement that vape advertising must not make health claims reflects concerns about the efficacy, safety and extreme variability of these products that were prevalent at the time the rules were put in place.
However, public health stakeholders now widely acknowledge the potential health benefits of transitioning from tobacco to e-cigarettes, and the TPD has heralded the implementation of strict product standards.
These rules, therefore, are likely to change, allowing e-cigarette advertising to make claims about the potential health benefits of products – as long as there is robust evidence relating to the specific product being advertised in support of the claims.