Guidelines around E-Cigarettes:
At NZME we have formed a view on what we can and can’t do, taking into account the Advertising Codes (due social responsibility), the Smokefree Act (smoking behaviour), and the Medicines Act (cessation devices, and nicotine sales). In principle, we can run e-cigarettes ads but on certain conditions.
General Guidelines
- Vaping/E-Cigarette ads need to be directed to an adult audience, and should include an ‘R18’ statement.
- Ads need to be directed at current smokers or vapers, not encouraging non-smokers or non-vapers to start.
- Ads may not promote vaping as a way of quitting/cessation.
- Any claims around lower cost or health benefits over tobacco must be supported with robust substantiation.
- We cannot promote URLs that have online sales of nicotine liquids, as they are illegal to sell in New Zealand (but legal to buy from overseas, if sites link to overseas sources).
If these criteria are met, it should be ok, but the due standard of social responsibility is a must.
Note the government plans to bring in formal regulations later this year so this advice is subject to change.
Further info can be found here: https://www.health.govt.nz/our-work/preventative-health-wellness/tobacco-control/vaping-smokeless-including-heated-tobacco
Our full advertising legals checklist is attached below:
