New code to regulate e-cigarette advertising in Ireland

The Advertising Standards Authority of Ireland (ASAI) has released its new code of standards for the advertising and marketing of e-cigarettes. The code—which is due to come into force in March 2016—stipulates that e-cigarette companies must refrain from making health or medical claims about their products and cannot glamorize e-cigarettes in any way, encourage nonsmokers to vape or associate their vapor products with brands of tobacco products.

Although advertisements can present e-cigarettes as an alternative to traditional tobacco products, advertisers are prohibited from undermining the message that quitting tobacco use altogether is the best option for an individual’s health.

E-cigarettes are already covered by ASAI’s general rules; however, the regulatory body created a specific code of standards for the products because of their “increased visibility,” according to ASAI’s assistant chief executive Orla Tworney. ASAI is funded by the advertising industry, and advertisers are obligated to withdraw any advertisements that are found to be in breach of the agency’s code.