Vaping companies could see restrictions placed on advertising as the government watchdog launches investigations into e-cigarette marketing that could entice children.
The Advertising Standards Authority (ASA) has received hundreds of complaints relating to film, social media and poster adverts for a handful of vaping companies in the UK market.
Serious concerns have been raised about campaigns that appear to target the under-18s, who are not legally allowed to vape, and adverts that “misinform” about the dangers of e-cigarettes.
A spokeswoman for the ASA said there had been complaints relating to the promotion of electronic cigarettes in the UK. The watchdog has opened investigations into several companies.