First-ever TV ad showing someone 'vaping' airs 50 years after on-air ad ban

The first TV ad featuring someone "smoking" an e-cigarette on-screen will be broadcast tonight (10 November) following changes to the Committee of Advertising Practice's advertising rules.

VIP e-cigarette ad: features a woman 'smoking'
VIP e-cigarette ad: features a woman 'smoking'

The ad for vaping brand VIP - which has already stirred up controversy with a raunchy set of TV ads that the Advertising Standard Authority recently ruled must air after 9pm following over 1,000 complaints - will make its broadcast debut during ITV crime drama ‘Grantchester’, which starts at 9pm.

The spot features a woman (who has starred in the previous TV work) exhaling e-cigarette vapour.

Under new CAP rules, vaping brands can now show people over 25 inhaling and exhaling vapour. But the ads must still not appeal to non-smokers, neither must they claim that e-cigarettes are healthier than smoking tobacco, nor must they target under-18s.

David Levin, VIP’s co-founder, said: "This will mark the first time in almost 50 years that TV audiences see someone exhale what appears to be ­cigarette smoke on an ad. However, it is actually vapour from an e-cigarette that they will see."

The ad is the first UK TV ad showing someone "smoking" since 1965, when a ban came into effect.

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."

Last week, Labour said that it would consider banning all e-cigarette TV advertising if it wins the next General Election.

Read next

The key 2015 trends that marketers can act on right now

When content turns to discontent

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published