E-cigarette makers will be allowed to depict use of their vaping products in television advertisements under new rules that create an exception to the advertising ban for smoking in effect for almost 50 years, says the BBC.

An advert for a VIP Electronic Cigarette product will air on the 10 Nov implementation date for the new rules. They emphasise the protection of young people, according to the Committee of Advertising Practice, which announced the changes in October. Adverts must not,"appeal particularly to people under 18, especially by reflecting or being associated with youth culture." They must not contain anything that promotes the use of a tobacco product or that shows the use of a tobacco product in a positive light", the advertising practises panel said.
"This advert will mark the first time in almost 50 years that TV audiences see someone exhale what appears to be cigarette smoke on an advert. However, it is actually vapour from an e-cigarette that they will see” a VIP spokesperson told the BBC.