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Three TV adverts for e-cigarettes have been banned

Three television ads for e-cigarettes have been banned just weeks after new rules came into effect allowing people to be shown using the devices.

Two ads for Must Have, which trades as VIP Electronic Cigarettes, showed a woman exhaling vapour - or 'vaping' - while a voiceover stated: "Find out why 89% of our consumers said they preferred VIP over other brands" and "The great taste of VIP".

The Advertising Standards Authority (ASA) received 199 complaints, including concerns from 187 viewers and organisations such as Ash (Action on Smoking and Health), the Association of Directors of Public Health UK and the British Medical Association.

They were worried that the ads glamorised the smoking of tobacco products through its depiction of the woman and were irresponsible because they were likely to have particular appeal to people aged under 18 and encouraged non-smokers to use e-cigarettes.

In a separate ruling, the ASA banned a Vape Nation ad for encouraging ex-smokers to use e-cigarettes.

The TV ad for KiK e-cigarettes showed a group of adults using and discussing the devices in an outdoor restaurant.

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