Premium electronic cigarette system and eLiquid supplier iBreathe responds confidently to the first UK TV ad to feature the actual on screen use of e cigarettes as ‘vaping’ grows more popular.

The introduction of the electronic cigarette has been a revolutionary evolution for millions of smokers across the world over the last few years. Allowing smokers to discover a cleaner way to maintain their nicotine habit, the technology behind e cigarettes and the liquid they atomise means that thousands of chemicals that are either added to tobacco or created when tobacco is burned are not present. Considered by many as a safer way to smoke, although tests are still being carried out to ascertain the true safety of electronic cigarettes and the liquid they use, the e-cig certainly creates a more safer environment by the way it operates.

Although there have been previous e cigarette advertisements televised, the biggest change saw the product actually being displayed and used. Aimed not to show the use of tobacco or nicotine in a positive light, in accordance with the Committee of Advertising Practice, those behind the advertisement simply believe that e cigarettes pose less of a threat that regular cigarettes and hand rolling tobacco. In addition, as the e cig doesn’t actually burn tobacco, instead vaporising a liquid made up of just a handful of chemicals, including nicotine; the only substance exhaled is scented water vapour instead of the thick harsh dangerous smoke you get when burning a normal cigarette.

The advert has been shown a number of times now, notably after the 9pm watershed and follows several rules as advised by the Committee of Advertising Practice (CAP). Included in these rulings, the advert must not be of an appealing nature to viewers under the age of 18 and must not be seen to encourage non-smokers to begin experimenting with nicotine. In addition, e cigarette descriptions mustn’t include any beneficial health claims without genuine proof from the MHPRA.

Providing a vast range of electronic cigarette devices and a comprehensive range of eLiquid flavours, iBreathe is a company that reacts regularly to relevant studies and news within the industry. A spokesperson for the company believes that the advertisement is a positive step in understanding the e cigarette’s importance as an alternative to smoking tobacco, saying:

“We know that for many ‘vaping’ has transformed the smoking habits of many smokers across Britain. Even before the launch of the earlier TV ads, e-cigs developed a large following quickly. We don’t operate to attract new people to smoking; instead we simply offer smokers an alternative that is cheaper and cleaner. Although there are yet to be confirmed studies on the health impact of electronic cigarettes, one thing is for sure, they are not a fire hazard, do not contribute to passive smoking and do not produce the thick, acrid smoke that regular cigarettes do.”

iBreathe are one of the biggest growing e-cig and eLiquid providers in the UK, offering a full selection of customisable apparatus and a large selection of liquid flavours. Their website can be found at www.i-breathe.co.uk today.