17th Feb 2014 09:15
LONDON (Alliance News) - British American Tobacco Monday launches a marketing campaign for its new e-cigarret Vype, meaning an advert from a large tobacco company will appear on British TV screens for the first time in more than two decades, the Financial Times reports Monday.
Adverts for Vype ? BAT?s first foray into the rapidly growing e-cigarette market ? will be broadcast on national TV over the next two months, nearly 50 years after cigarette adverts were first banned in the UK, the FT says.
Tobacco advertising regulations in the UK are strict. Any product that resembles a cigarette cannot be shown, meaning that e-cigarette sellers have to think laterally about how they market the product. In BAT?s advert, a man and a woman are shown sprinting down a street before being propelled into the air by a puff of vapour, the FT says.
The Advertising Standards Authority has launched a full public consultation on e-cigarette advertising, the FT says, quoting an ASA representative saying that there is a regulatory gap.
http://www.ft.com/cms/s/0/69e76fbe-95a1-11e3-9fd6-00144feab7de.html?ftcamp=crm/email/2014217/nbe/UKMorningHeadlines/product&siteedition=uk#axzz2tYmfaDje
By Steve McGrath; [email protected]; @stevemcgrath1
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