The non-broadcast and broadcast rules have been harmonised. Whilst ads for e-cigarettes have been able to appear on TV, previously actual depictions of e-cigarettes in those ads were prohibited. The changes mean that from next month e-cigarettes can be shown, including in use, in ads across UK media, on the condition that the ads comply with the strict new rules.

Since the CDC admits, in the first part of its statement, that e-cigarettes have indeed worked as a cessation aid for some former smokers, it is clearly lying in the second part of its statement, in which it claims there is no scientific evidence that e-cigarettes can work as a cessation aid.

(See: Brown J, Beard E, Kotz D, Michie S, West R. Real-world effectiveness of e-cigarettes when used to aid smoking cessation: a cross-sectional population study. Addiction. .)

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