B.1.3 BCAP’s position on TV and radio advertisements for e-cigarette retailers which do not
promote products
As set out in the Executive Summary the prohibition on the advertising of e-cigarettes was
inserted in response to a statutory direction from the Department of Health and Ofcom.
Specifically rule 10.1 of the BCAP Code lists, in a series of sub-rules, those products and
services which are prohibited from advertising. As of 20 May 2016 rules 10.1 and 10.1.11
read as follows: