A new code for advertising e-cigarettes is aimed at discouraging young people from using the electronic devices.
They are part of a new code from the Advertising Standards Authority for Ireland that comes into effect from today.
A section on e-cigarettes states that e-cigarette advertising should be socially responsible and should not encourage non-smokers, or non-nicotine users to use them.
People shown using e-cigarettes or playing a significant role should neither be, nor seem to be, under the age of 25. However, people under 25 could be shown in an “incidental role”.
Advertisements should not be directed at people under 18 through the selection of media or the context in which they appear.
In addition, no medium should be used to advertise e-cigarettes, if more than 25% of its audience is under 18.
However, the code is voluntary and the ASAI is financed by the advertising industry.
New EU rules coming into force in May will classify e-cigarettes as a tobacco related product and restrict advertising.
From May 20, the 2001 Tobacco Products Directive will be updated and open up the possibility of banning e-cigarettes altogether.
Source: Evelyn Ring, Irish Examiner, 01/03/16
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