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Doctors criticise new advertising rules that allow celebrities to endorse e-cigarettes

BMJ 2014; 349 doi: https://doi.org/10.1136/bmj.g6180 (Published 13 October 2014) Cite this as: BMJ 2014;349:g6180
  1. Adrian O’Dowd
  1. 1London

New rules to govern the advertising of electronic (e) cigarettes will not allow companies to target under 18s and will state that advertisements must not promote the use of tobacco products.

However, doctors’ leaders and experts have criticised a decision allowing celebrity endorsements and free samples to be given, which they say could undermine efforts to quit smoking. Also, companies will be allowed to advertise e-cigarettes on television and actually show the devices, which they have not been able to do previously.

The Committee of Advertising Practice, which writes and maintains the …

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