By opposing the classification of e-cigarettes as tobacco products, the e-cigarette associations have been everything they can to avoid regulations that treat these products in the same way. The reason is simple: such regulations would give cigarettes a huge competitive advantage in the market place. Laws that categorize e-cigarettes the same way as tobacco products are essentially protective legislation for tobacco cigarettes. By fighting such a classification, e-cigarette associations are doing what they can to reject the idea of this protective legislation so that they can gain the upper hand on cigarettes and eventually, make these products obsolete.

The Rest of the Story

The consultation on the advertising rules took place amid widespread debate amongst policy makers, health professionals, charities and business about the role and safety of e-cigarettes. During the consultation we took into account the wide range of views that exist about e-cigarettes and their potential to re-normalise smoking, as well as the case being made for their public health benefits. With legislation around the promotion of e-cigarettes not coming into effect until 2016, we have moved quickly to establish a responsible framework for advertising in the UK.

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