Advertising code seeks to discourage e-cigarette use
They are part of a new code from the Advertising Standards Authority for Ireland that comes into effect from today.
A section on e-cigarettes states that e-cigarette advertising should be socially responsible and should not encourage non-smokers, or non-nicotine users to use them.
People shown using e-cigarettes or playing a significant role should neither be, nor seem to be, under the age of 25. However, people under 25 could be shown in an “incidental role”.
Advertisements should not be directed at people under 18 through the selection of media or the context in which they appear.
In addition, no medium should be used to advertise e-cigarettes, if more than 25% of its audience is under 18.
However, the code is voluntary and the ASAI is financed by the advertising industry.
New EU rules coming into force in May will classify e-cigarettes as a tobacco related product and restrict advertising.
From May 20, the 2001 Tobacco Products Directive will be updated and open up the possibility of banning e-cigarettes altogether.
If three or more EU countries decide e-cigarettes are harmful, they could potentially be banned outright.
The ASAI code states that advertising should make it clear that the product is an e-cigarette, not a tobacco product.
While they may be presented as an alternative to tobacco, advertisers should do nothing to undermine the message that quitting tobacco use was the best option for health.
Advertisers should not use health professionals or celebrities to endorse e-cigarettes and advertising should state clearly that the product contains nicotine.
The new code also states that all gambling advertising should contain a message to encourage “responsible gambling” and direct the reader to more information on gambling and gambling responsibly.
There is also a completely updated food section that brings the code into line with the EU regulation concerning nutritional and health claims.
The EU regulation on nutrition and health claims is mandatory and seeks to protect consumers from misleading or false claims.
New code rules on children’s advertising state that, except for fresh fruit or vegetables, advertisements should not appear to encourage children to eat or drink a product only to take advantage of a promotional offer.
ASAI chief executive Orla Twomey said the code was compatible with current Irish and EU legislation and matched the very best international standards.
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