Fabulous news for all vapers and those who wish to quit smoking – the Committees of Advertising Practice (CAP) has ruled that from 10 November this year, TV adverts displaying electronic cigarettes can be shown in the UK – finally!

In a forward-thinking and decisive move, which goes against the unfathomable precedent seen in other countries, both in Europe and the rest of the world, the UK Government has allowed the ruling to stand. CAP, whose rules are enforced by the Advertising Standards Authority (ASA), have specifically stated that these adverts must not positively target non-smokers, under 18s or youth culture, but seeing as these are all perfectly understandable and acceptable requirements, I can’t see any issues here.

For fans of vaping and those who are actively trying to quit smoking, this decision is great news. It ensures that even more people will be able to see what the two million e-cigarette users in the UK today already know. While adverts will not be allowed to report any direct health claims or benefits that e-cigarettes may have, many believe that these devices are a great weapon in their arsenal during their difficult fight to give up smoking or tobacco products once and for all.

Discussing the regulations, CAP has said that electronic cigarettes had previously been tangled in the rules which governed the advertising of cigarettes and tobacco products because these had been set before the emergence of e-cigarettes.

In reality this means that, while the devices are not currently allowed to be seen in TV adverts, they will from the date of the new ruling. Advertising in other forms, such as in magazines, will not be affected, as they can already be shown in all other forms of non-TV advertising.

CAP have stressed that they feel they have managed to put appropriate and concise rules in place around the issue of e-cigarette advertising on TV. While wonderful news, it does come with a caveat: that, as this new ruling will be taken to review by the Committee after a year, not only had advertisers better ensure that they follow guidelines to the letter, but we must all do our utmost to promote the positive aspects of electronic cigarettes so public opinion supports such advertising, or our glee could be short-lived.

In the spirit of this article, we have had a go at making our own TV advert for The London Vape Company. Do you think this would ‘pass the red tape test’? And, what do you think of our first attempt?