UK Regulators Issue E-Cigarette Pricing Guidelines

The UK Advertising Practice Committee (CAP) and the Medicines and Healthcare products Regulatory Agency (MHRA) have issued enforcement notices regarding online pricing for e-cigarette promotions.

 

According to the notice, CAP has drafted advertising rules that are enforced by the UK’s independent advertising regulator, the Advertising Standards Authority.

 

The enforcement notice pertains to how e-cigarette pricing is displayed on websites. According to CAP, companies can provide factual information but must not present it in a way that constitutes a promotion. The enforcement notice points out that some companies describe pricing in a manner that could be seen as promotional, such as emphasizing discounts and savings.

 

“Please take immediate action to ensure your advertising complies with the requirements,” the notice states. “We will monitor websites over the coming months. If we see ongoing issues in this regard, we will take targeted enforcement action to ensure a fair competitive environment. This may include—if advertisers are unwilling to comply—referring our legal support.”