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In line with the EU Tobacco Products Directive (TPD), Rule 22.12 of the UK CAP Code forbids the promotion of unlicensed nicotine-containing e-cigarettes in newspapers, magazines, periodicals and online media. However, the regulation permits factual claims about products on a marketer’s own websites, and in principle, this exception might be extended to social media activity.

To this effect, BAT, which is one of the manufacturers who had their adverts banned, argued that their promotions fell within this exception. [...]