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E-cigarette advertising poses a real threat to under-18s who are in danger of being enticed by the alluring nature of the images, a recent roundtable discussion on children and smoking hosted by the All- Party Parliamentary Group on Primary Care and Public Health heard. Glamorous, cool and sexy were how some adolescents described advertising posters for e-cigarettes.

€Whilst we are pleased about the new Committee of Advertising Practice (CAP) rules that aim to curb advertising of e-cigarettes to young people, inappropriate images can still be seen on billboards and online adverts for these products,€ says Sir Kevin Barron, APPG chairman.

Other concerns raised by young people included access, availability and quality, leading MPs to recommend that e-cigarettes are €sold through licensed premises only, to assure product quality and prevent opportunistic purchasing€.