Vape Industry Leader Proposes Strict Ad Regulations to Boost Quit Rates

Vape Boss Says Allowing 'Strict' Ads Would Help Smokers Quit LONDON (Reuters) - The managing director of British American Tobacco's UK and Irish operations has suggested that allowing "very strict" advertising for vapes could encourage smokers to switch to less harmful products. Asli Ertonguc, a 20-year veteran of the tobacco industry, made the proposal in an interview with Reuters. She argued that targeted marketing aimed at adults could make smokers aware of alternatives and help them quit traditional cigarettes. The UK has strict regulations on advertising vapes, considering all nicotine products to be harmful to health. However, Ertonguc believes a "very strict marketing framework" would allow for responsible advertising that promotes harm reduction. "We are not trying to promote vaping as a lifestyle choice or to appeal to children," Ertonguc said. "We want to make smokers aware of the alternatives available and help them quit traditional cigarettes." The proposal is at odds with the proposed Tobacco and Vapes Bill, which would ban all advertising of vapes. The Department of Health and Social Care (DHSC) has yet to respond to Ertonguc's suggestions. However, on Wednesday, the DHSC announced a planned crackdown on how vapes and tobacco products are sold, including plans to force retailers to display health warnings prominently in stores. The UK vaping market is growing rapidly, with sales of e-cigarettes and nicotine pouches increasing by 20% last year. However, traditional cigarette sales have been shrinking as smokers switch to perceived less harmful alternatives. Ertonguc's proposal has sparked debate among industry experts and public health advocates. Some argue that allowing advertising for vapes would undermine efforts to reduce smoking rates, while others see it as a necessary step towards harm reduction. "The tobacco industry is trying to rebrand itself as a harm reduction company," said Dr. Ann McNeill, a professor of addiction at the University of Bath. "But we need to be cautious about giving them too much latitude." Ertonguc countered that her proposal was not about promoting vaping but about providing smokers with information and alternatives. "We are committed to reducing the harm caused by tobacco products," she said. "And if responsible advertising can help us achieve that, then we should consider it." The debate is set to continue as policymakers weigh the pros and cons of Ertonguc's proposal. The outcome will have significant implications for the UK vaping industry, which is worth an estimated £1 billion annually. In the meantime, the DHSC has announced plans to consult with stakeholders on the proposed Tobacco and Vapes Bill, including the potential for a ban on vape advertising. *Reporting by Bbc.*