First TV advert for e-cigarettes shown after change in the law

Do you know your e-cigarette from your cigarette, or your smoker from your vapour?

This week, rules set by the Advertising Standards Authority changed, allowing the advertising of e-cigarettes on the television.

The first advert was shown just after 9pm on Monday November 10th, during the first set of adverts in Grantchester on ITV.

We’ve put together some information about e-cigarettes, so you know the facts and can dispel the myths.

Our e-cigarettes expert Nick Hickmott, a young person’s substance misuse worker, said: “This change in advertising rules could mean that more people who wouldn’t have taken up vaping with an e-cigarette are tempted to try it and take it up. “I’m worried about young people who have avoided smoking but could take up something that isn’t regulated, has very little research on long-term harm, is cheap to do and is addictive. “The advert itself is very suggestive, with the product coming across as very high end and classy, making it look like a glamorous or cool thing to do. “I’m slightly concerned that we may see a rise in the numbers of young people who are vaping, and in essence, becoming addicted to nicotine, when usually we have only seen e-cigarettes used by existing smokers.”

Electronic-cigarettes – what are they and some useful things to know about them

  • E-cigarettes are also known as vaporisers, electronic nicotine delivery device (ENDS)
  • E-cigarettes are not cigarettes – they do not contain tobacco
  • E-cigarettes are addictive – they contain nicotine
  • When a user sucks on the device, a sensor detects air flow and heats the liquid in the cartridge so that it evaporates. The vapour delivers the nicotine to the user.
  • E-cigarettes are unlicensed and unregulated. This will not happen until 2016.
  • They can be bought for as little as £5.
  • Rules on advertising changed on November 10th, so they can now be advertised. The first TV commercial was just after 9pm on November 10th.
  • People of any age can buy e-cigarettes – there is no law restricting their purchase
  • Most people who use e-cigarettes have previously been smokers
  • There is evidence to suggest that e-cigarettes can help people to quit smoking or cut down
  • There are 3 types of e-cigarettes: Disposable products (non-rechargeable) An electronic cigarette kit that is rechargeable with replaceable, pre-filled cartridges An electronic cigarette that is rechargeable and has a tank or reservoir which has to be filled with liquid nicotine
  • In 2013, 5% of young people aged 11-14 said they’d used e-cigarettes (804 in survey) *Info from Ash/YouGov
  • In the same survey, 8% of 16-18 year-olds said they had used e-cigarettes (624 in survey) * Info from Ash/YouGov
  • E-cigarettes are not new – they were first patented in 1927 but emerged in the UK in 2006.
  • 2.1m people use e-cigarettes in the UK; two thirds of these also use tobacco

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