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With the recent reports that the UK Government is proposing to offer vape starter kits and behavioural support to one million smokers in a bid to encourage them to give up smoking tobacco products, e-cigarettes (also referred to as vapes) are back under the spotlight.
Whilst this could be seen as great timing for the vaping industry to take advantage of the media attention, careful consideration should be taken when marketing e-cigarette products.
Vaping is by no means seen as a safe and risk-free option. A vape/e-cigarette is a device which allows users to inhale vapour via a mouthpiece, or any component of that product, including but not limited to cartridges, tanks and e-liquids, rather than via smoke from burning tobacco. The e-liquid contains potentially harmful chemicals also found in cigarette smoke, but at much lower levels and it also eliminates the most harmful elements of tobacco smoke (tar and carbon monoxide).
As such, although e-cigarettes are seen as the less harmful option, they are strictly regulated in the UK and the Government’s forthcoming proposals will also include measures to stem the increasing popularity of vaping amongst non-smokers, children and young people.
As such, we thought it would be timely to revisit the marketing rules that apply to e-cigarettes. Here’s our list of key considerations when marketing your products:
1. General prohibition
Nicotine containing e-cigarettes (and their components) cannot be advertised directly or indirectly in most forms of media, including in print, online and some other forms of electronic media (including paid for media, your own website and channels that you controls), television, radio, on-demand television, product placement, sponsorship and retailer sites. There are certain exceptions which apply, including advertising in trade press and products which are either licensed as medicines or medical devices or certain non-nicotine containing products….
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