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You are Here: Home >> News >> Industry News >> E-cigarettes advertising in Italy – yes you can!
E-cigarettes advertising in Italy – yes you can!
December 25th,  2013 E-cigarettes regulation in Italy is a fluid and developing area. Law Decree 28 June 2013 n. 73, converted into Law 9 August 2013 no. 99, stated a general ban of e-cigarettes advertising by applying the regulation on tobacco products to them. On the contrary, on 8 November 2013 the Italian Parliament approved the Law no. 218/2013 which modified the above-mentioned law and permitted the advertising of e-cigarettes within certain limits. 
 
According to the law, published on 11 November 2013 and entered into force yesterday, “the advertising of brands of liquids or refill for e-cigarettes containing nicotine is allowed provided that: (i) it is indicated in a clearly visible manner that the e-cigarette contains nicotine and (ii) there is a warning on the risk that nicotine is addictive“. This law establishes further restrictions such as:

 

l to advertise e-cigarettes during television programs intended for minors and during 15 minutes before and after the program;

l to advertise e-cigarettes during television programs in the period of time between 4 and 7 p.m.;   

l to create the impression that the e-cigarettes have therapeutic effects which are not expressly acknowledged by the Department of Health; 

l to show minors in the act of using e-cigarettes;  

 
Further limitations apply for other means of advertisement such as posters to be shown in places to be accessed by minors, newspapers and magazines intended for minors or movie theaters where movies for minors are shown. The breach of the above mentioned limits are sanctioned with a fine from 5,000 to 25,000 Euro, which is doubled in case of further violations. Finally, the law provides that, within 6 months, producers of e-cigarettes, broadcasters and advertising agencies must adopt a self-regulation code setting out the modalities of diffusion and the content of any advertising of e-cigarettes refills containing nicotine.   
 
Worthy noting is the wording of the amendment which refers to liquid or refill and does not expressly mention the disposable e-cigarettes with nicotine. That said, it can be argued that, by analogy, the same regulations should also apply to any kind of e-cigarettes containing nicotine.As a final remark, regulation on e-cigarette advertising is still under construction, there are different views and there is a lot of pressure to adopt stricter regulations: this is possibly not the last word on this matter.
 
Read More:http://blogs.dlapiper.com/iptitaly/e-cigarettes-advertising-in-italy-yes-you-can/