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Vaping advert breaks standards says doctor's union

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.”

According to the CAP rules, e-cigarette adverts must be socially responsible and should not contain any characters that appeal to youth culture.

As well as sexualising the use of e-cigarettes the advert does not mention that it is a product to be used in substitute for traditional cigarettes.

He said “We believe that this advert breached the new advertising rules by glamourising and sexualising vaping and appealing to non-smokers including children and young people.

 “The regulations state that these adverts must not encourage non-smokers or non-nicotine users to use cigarettes, but the advert makes no reference to the fact that the product is intended as a replacement to tobacco”

Despite being broadcast after the 9pm watershed, the BMA believes that there is no guarantee that young people will not see the advert and that it is important to avoid portraying smoking products as normal.

“It is essential that we maintain a consistent approach in portraying a negative image of smoking, do not reinforce the normalcy of smoking cigarettes, and do not allow e-cigarette advertising and branding to purposefully target young people in the same, aggressive way that tobacco companies did in the 1950's and 60's.”