Banned in 1965: First TV ad to promote smoking in 49 years to be broadcast this week

The advert, which shows someone using an e-cigarette, is the first for nearly half a century to promote smoking.

16:46 10 November 2014

A controversial advert promoting smoking will be broadcasted tonight (Monday November 10th). It will show a woman smoking an electronic cigarette. 

 

Ads promoting cigarette smoking were been banned from British televisions in 1965. The ban was extended to include commercials for cigars and rolling tobacco in 1991. Previous adverts were not allowed to show the devices being used until now. The commercial for the VIP brand will show a woman exhaling vapour from an e-cigarette. 

 

The brand’s co-founder Dave Levin said: ‘VIP is aimed at adults and, as such, all adverts will appear in suitable programmes after the watershed.

 

‘E-cigarettes have been shown to be a healthier alternative to tobacco and this is about helping people who want to smoke to make a healthier choice.’

 

Committee of Advertising Practice (CAP) has released new rules saying that adverts for e-cigarettes must not show anyone under the age of 25 using them. It must not also encourage non-smokers to try them. 

 

CAP director Shahriar Coupal said: ‘While the debate about e-cigarettes continues our commitment is to make sure they are advertised in a responsible way, and that children are protected.’