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A new e-cigarette advert breaches guidelines by glamorising vaping and targeting children, the British Medical Association (BMA) has warned. Writing to the Advertising Standards Agency, the BMA warned that by sexualising and glamorising e-cigarettes, the advert directly contravenes regulations, which state that e-cigarette marketing must be socially responsible and not appeal to non-smokers.

Dr Mark Porter, chair of BMA council, said: €It is essential that we maintain a consistent approach in portraying a negative image of smoking, do not reinforce the normalcy of smoking, and do not allow e-cigarette advertising and branding to purposefully target young people in the same, aggressive way that tobacco companies did in the 1950s and 60s.€