10.1Advertisements for products or services coming within the recognised
character of or specifically concerned with these are not acceptable
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