FEATURE
FEATURE
The dos and don ’ ts of advertising were then presented as follows :
PERMITTED :
Outdoor advertising , including digital outdoor advertising
Posters on public transport not leaving the UK
Cinema adverts
Direct hard copy mail
Leaflets
Publications / websites targeted exclusively to the vape trade
PROHIBITED :
Advertising in newspapers , magazines or periodicals
Online advertising of all types
Paid-for search
Marketers ’ online sales promotions / prize promotions
Email
Text message
Activities by private individuals ( blogs , tweets etc .)
“ Marketers can still retain their own websites , provided the content therein is factual rather than promotional ,” he said . “ Factual advertising content covers : names of products , descriptions of product components , prices , instructions for use , ingredients , flavours and nicotine levels .”
Purely promotional content that fell outside the factual parameter was laid out as “ descriptive language that goes beyond neutral objectivity , explicit personal endorsement , imagery unrelated to the product and comparative claims with other vapour products or the general market .”
Adverts that promote one ’ s business as a whole instead of the specific products it holds should be permissible in all media , but Robert advised caution . “ You ’ re only allowed to advertise the existence of your business , not the nicotine products it sells . You also have to comply with the guidance on what we call ‘ indirect effect ’ which are ads which link directly to pages or sites where nicotine products can be purchased . Such ads are unlikely to be permitted .” looking back at 2014 when we could advertise more freely and when vape companies were allowed to show somebody actually vaping . This was the first time since 1965 that anybody in advertising had been seen doing something that looked like smoking .
“ Three weeks later , those adverts were pulled because they ‘ glamorised smoking ’ and the offending ad in question featured a group of friends talking about how they had made the jump from vaping to smoking . It was pulled because the ASA assumed it would appeal to ex and non-smokers . I highlighted this because it perfectly sums up the challenges to our sector . If we can ’ t appeal to non and ex-smokers then I ask who should the industry be aiming for ?” Before long , all three panellists had encountered and acknowledged the same stumbling block for companies and standards agencies in answering that question : a lack of precedent and clarity . Dave Turner took the microphone for this development .
“ For my perspective – and as a representative of Vapouround Magazine , the biggest issue preventing us from moving forward in advertising is nothing is really that clear yet . I liase a lot with the CAP . We have hundreds of advertisers and what we tend to find is that the best thing we can do with each individual case is approach the CAP . Unfortunately , this is a young industry ; I would personally like to see stronger precedent . But that involves risk : no business wants to take the leap and be the first to trip or get in trouble . I find it hard to make judgements on how to proceed sometimes . I know that ’ s not the best answer in the world , but it ’ s the most honest I can give .”
Matthew Moden acknowledged the difficulty companies and regulators faced , and still took the more controversial rulings to task , especially one which hurt vaping ’ s identity as an escape from smoking .
“ We have less opportunity to share messages of positivity when we look at the comparative dangers between vaping and smoking . I was
VAPOUROUND MAGAZINE ISSUE 11 97