To help consumers to make informed decisions, products must be represented in as true a light as possible at all times and it is therefore right and proper that advertising and marketing are subject to robust regulation. After all, to live in a world where we could not trust the messaging we are exposed to would be, at best, highly complicated and, at worst, fraught with danger.
In the case of e-cigarettes, a relatively young product category, there is every reason for the authorities to be both vigilant and balanced in their approach, which is why multiCIG welcome the Committee of Advertising Practice’s (CAP) recent decisions.
E-cigarettes are not cigarettes and, given that they contain no tobacco and are free from the 4,000 toxic chemicals given off by traditional tobacco products, there is every reason to make clear they are not tobacco products or linked in any way to existing tobacco brands.
Developed as an alternative for smokers, and in the knowledge that smoking causes huge physical and social damage, it is right that non-smokers are not to be targeted by e-cigarette marketing campaigns. Similarly, it is only correct that the young, who let us not forget all start off as non-smokers, are not to be tempted into using e-cigarettes.
Yet the use of e-cigarettes is proving a benefit for many thousands of people, who have switched their allegiances from the more harmful traditional tobacco products, and noticed improvements both to their health and to their monthly outgoings. In this light it is right that e-cigarette advertisers are not subject to the same restrictions and regulation as tobacco advertisers.
E-cigarette manufacturers and distributors were already allowed to advertise e-cigarettes across a wider range of media than tobacco producers but the CAP has made sensible choices in changing the rules in the past month. E-cigarettes may now be advertised on television in the UK and the devices themselves may also now be shown in use, as long as it is made clear they are most definitely no conventional cigarettes.
This is a case of common sense prevailing. A clear distinction must be made in the eyes of consumers between e-cigarettes and traditional tobacco products and the new rules encourage the difference to be demonstrated unambiguously.
E-cigarettes offer users a number of advantages, in terms of taste, health and cost. We welcome the CAP’s changes and will continue to advertise both multiCIG and multiVAPE in a responsible manner that ensures the Committee’s review of the regulations in 12 months’ time can only be positive.
