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First TV advertisement for e-cigarettes prompts complaints

BMJ 2014; 349 doi: https://doi.org/10.1136/bmj.g7100 (Published 24 November 2014) Cite this as: BMJ 2014;349:g7100
  1. Adrian O’Dowd
  1. 1London

The first television advertisements in the United Kingdom to promote electronic (e) cigarettes have prompted complaints to the Advertising Standards Authority.

The BMA said that the commercials for VIP e-cigarettes, first shown on 10 November, breached guidelines by glamorising so called “vaping”—the act of using an e-cigarette—and by targeting children. The association has written to the Advertising Standards Authority saying that the …

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