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While CAP understands the concern expressed by many respondents about the representation of smoking-like behaviours, the Committees consider that there is not currently a case for prohibiting the responsible depiction of e-cigarettes, either in broadcast or non-broadcast media, including their depiction in use. However, adverts will have to comply with these main rules: Ads must not be likely to appeal particularly to people under 18, especially by reflecting or being associated with youth culture People shown using e-cigarettes or playing a significant role must neither be, nor seem to be, under 25 Ads must not be directed at people under 18 through the selection of media or the context in which they appear Ads must not encourage non-smokers or non-nicotine users to use e-cigarettes Ads must make clear that the product is an e-cigarette and not a tobacco product Ads must contain nothing which promotes any design, imagery or logo style that might reasonably be associated in the audiences mind with a tobacco brand

APs Lisa Dwyer reports on a drop in smoking rates

The good bacteria in your mouth die, leading to dry mouth and bad breath

In Ontario, B.C

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