A new e-cigarette advert has been accused of breeching advertising rules by the British Medical Association (BMA).
In a letter to the Advertising Standards Agency (ASA) the BMA highlighted that the new adverts for VIP cigarettes glamorised vaping.
The advert directly breaches two guidelines set out by The Committee of Advertising Practice (CAP) who have strict rules regarding the advertising of e-cigarettes according to the BMA.
Dr Mark Porter, Chair of the BMA council said that he found the campaign “deeply concerning.”
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On behalf of the Association of Respiratory Nurse Specialists we are very concerned regarding the advertising of vaping/ electronic cigarettes on television.
The jury is still out regarding the amount of harm they cause and there is a potential for normalising vaping and cigarette smoking. Children and young people will see these adverts and we need a consistent approach in showing the negative image of smoking.
We agree with the BMA that these advertisements breach the new advertising rules by glamorising and sexualising vaping.
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