Home Politics Europe IBVTA criticises latest e-cig advertising restrictions

IBVTA criticises latest e-cig advertising restrictions

In response to the Committee of Advertising Practice’s (CAP), new guidance for the advertising of vaping products, the Independent British Vape Trade Association (IBVTA) is pointing out that these restrictions will have negative implications on the industry and more importantly, it’s consumers.

Diane Caruana

February 14, 2017

An article published on the IBVTA’s website earlier this month, pointed out that from now on it will no longer be possible to advertise nicotine-containing vaping products in; newspapers, magazines, periodicals, commercial e-mails or texts, companies own websites and social media platforms.

The association is pointing out that these new marketing prohibitions “will impose unnecessary restrictions on their members’ legitimate business activities, and make it harder for smokers to find out about products that are at least 95 per cent less harmful than the tobacco they currently smoke.”

Existing regulations were good enough

The IBVTA is pointing out that prior to the introduction of this new guidance, there was already one in place which was working perfectly and with which everyone was satisfied. Advertising was taking place in a sensible way, and there was no evidence which showed that non-smokers were being drawn to vaping as a result of such advertising.

“We believe there are no grounds to justify these proposed restrictions. Critically, we are deeply concerned that these restrictions will further entrench the dominant position of the tobacco industry by making it increasingly difficult for the legitimate vape industry to sensibly promote their businesses and the products they manufacture and sell; products that are at least 95 per cent less harmful than tobacco.” Fraser Cropper, Chairman, IBVTA

On the contrary the latest studies have been showing that the UK is currently experiencing the lowest number of smokers ever recorded. Hence, the only real impact that advertising was having, was that of introducing millions of smokers to vaping products, and exposing the opportunity the devices hold for smoking cessation.

Unnecessary measures

“These new advertising restrictions are as a result of the UK Government implementing the TPD in the form of the Tobacco and Related Products Regulations. That said, we believe there are no grounds to justify these proposed restrictions. Critically, we are deeply concerned that these restrictions will further entrench the dominant position of the tobacco industry by making it increasingly difficult for the legitimate vape industry to sensibly promote their businesses and the products they manufacture and sell; products that are at least 95 per cent less harmful than tobacco.” said the Chairman of the IBVTA, Fraser Cropper.

“The new CAP Code effectively places a significant ban on the legitimate marketing activities of IBVTA members and in many cases, will damage established business models. There will be no positive outcome from this as there was no problem that needed addressing.” concluded Cropper.