While e-cigarettes have been advertised before, this is the first time showing the vapour breathed in and out by the consumer, reminiscent of smoking.
The first TV advert in nearly half a century to feature a person smoking is set to be broadcast on ITV on Monday night.
The controversial ad, for VIP e-cigarettes, will air after the 9pm watershed during the first commercial break in ITV’s vintage crime drama Grantchester.
It features a woman “vaping” – inhaling vapour from an e-cigarette – and has been allowed on the small screen for the first time following a change to the UK advertising code by the Advertising Standards Authority.
It is the first TV ad in primetime to feature someone who appears to be smoking since cigarette commercials were banned in 1965. The ban was extended to include ads for cigars and rolling tobacco in 1991.
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