The latest international electronic cigarette regulations to come out of Europe occurred last week from England. While the subject of e-cigarette regulations have been somewhat vague, with much of the same controversy occurring internationally as in the US, these newest regulations are in favor of fairness towards alternative cigarette products.
The new laws specifically address electronic cigarettes and television ads. Previously, while it was legal to run ads for electronic cigarettes, it was illegal for them to actually feature the devices in use. Ruled in favor by the UK’s Committee of Advertising Practice, this is a very positive direction for the electronic cigarette industry. The news laws that were enacted last week now allow companies to show the devices being used. This new regulation comes at a time when the industry is vying for laws and regulations that make sense. The new rules strictly state that tobacco is not permitted to be featured in a positive light in advertisements, and that is something both legislators as well as those involved in the e-cigarette industry can agree upon.
Some of the deeper details of the new UK e-cigarette regulations that have been enacted include:
Electronic cigarettes and vaporizers must not be “likely to appeal particularly to people under 18, especially by reflecting or being associated with youth culture.”
Electronic cigarettes and vaporizers must not encourage non-smokers to use e-cigarettes.They may not make claims that e-cigarettes have the ability to be “safer” or “healthier” than smoking tobacco.
Electronic cigarettes and vaporizers must not make any health claims without approval from the Medicines and Healthcare Products Regulatory Agency.
The announcement of these newly instituted regulations has been a very positive step in the right direction for the international vaping community. They may be only the beginning of such regulations, however it is enabling electronic cigarettes and subsequent products to be viewed in a manner separate from traditional cigarettes. Big score for the UK, enjoy the adverts!