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| E-cigarettes can appear in TV adverts, watchdog rules | |
| (35 minutes later) | |
| New rules will allow electronic cigarettes to be shown in UK TV adverts from 10 November, the Committee of Advertising Practice (CAP) has said. | |
| The CAP said any e-cigarette adverts must not target under-18s or non-smokers. | |
| E-cigarettes do not contain tobacco, and the CAP said adverts must not promote tobacco use or show tobacco products "in a positive light". | |
| It said the new rules would be monitored and reviewed after a year. | |
| Advertising of tobacco products is banned in the UK, except in the trade press. | |
| A CAP spokesman said e-cigarettes were previously "caught" by these rules - written before e-cigarettes existed - because they were held and used like cigarettes. | |
| This meant advertising was allowed, but e-cigarettes could not be shown on screen. | |
| The new rules are the first "product-specific" code for e-cigarette advertising. | |
| The CAP writes and maintains UK advertising rules, which are enforced by the Advertising Standards Authority. |