10.1
10.1.11
Advertisements for products or services coming within the recognised
character of or specifically concerned with these are not acceptable:
electronic cigarettes and refill containers or any advertisement which has
the aim or direct or indirect effect of promoting such a product
For the purposes of this rule:
“Electronic cigarette” means a product that can be used for the
consumption of nicotine-containing vapour via a mouth piece, or any
component of that product, including a cartridge, a tank and the device
without cartridge or tank (regardless of whether it is disposable or refillable
by means of a refill container and a tank, or rechargeable with single use
cartridges), but is not a medicinal product within the meaning of regulation
2 of the Human Medicines Regulations 2012 or medical device within the
meaning of regulation 2 of the Medical Devices Regulations 2002.
A “refill container” means a receptacle that contains a nicotine-containing
liquid, which can be used to refill an electronic cigarette, but is not a
medicinal product within the meaning of regulation 2 of the Human
Medicines Regulations 2012 or medical device within the meaning of
Changes to the regulation of e-cigarette advertising 21
regulation 2 of the Medical Devices Regulations 2002