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While it was clear that the products shown were electronic cigarettes, because the ad created a strong association with traditional tobacco smoking and presented it as the central focus in a sultry and glamorous, and therefore in a positive way, we concluded that it indirectly promoted the use of tobacco products. The ASA ruled that ad must not be broadcast again in its current form, adding: We told Mirage Cigarettes to ensure their future advertising did not promote the use of tobacco products. New rules published by the Committees of Advertising Practice, which came into effect late last year, allow e-cigarettes to be shown in ads across UK media, but campaigns are banned from attempting to tap into youth culture or promote any link with tobacco products

Online sales of vaping products are also prohibited

J Clin Neuroophthalmol 1988

Understanding how it works gives you greater control over the process and its outcomes

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