EGO One Lite E Cigarettes

One Lite welcomes decision on TV adverts

13th October 2014

The Committee of Advertising (CAD) has announced that electronic cigarettes can now be shown in UK television adverts under the condition that under-18s and non-smokers are not targeted.

One Lite welcomes the change that will come into force from the 10th November. A CAD spokesman said that e-cigarettes were “caught” by rules that ban the promotion of traditional tobacco products that were written before the introduction of electronic cigarettes.

While e-cigarettes will now be able to be advertised, the device itself must not appear on screen. The committee said that the new regulations would be reviewed in a year’s time.

Dr Aman Singh, director of One-Lite, said: “Here at One Lite we believe that e-cigarettes have the potential to save millions of lives. All our products have been developed by doctors who have seen first-hand the damaging effects of smoking tobacco.

“We therefore welcome the changes from CAD. Around 100,000 people in the UK die each year from diseases caused by smoking. Anything that can help prevent the loss of life must be positive.”