Adequate marketing by companies in the vaping industry is important to educate smokers about the advantages of e-cigarettes compared to traditional cigarettes. However, the right to advertising must go hand in hand with rules for responsible marketing and against misleading designs or implementations.
E-cigarettes are significantly less harmful than conventional cigarettes. Therefore, we advocate for the right to advertise for e-cigarettes adequately. We aim to educate smokers about the advantages of e-cigarettes. This is of particular importance because, according to representative surveys, the majority of Europeans assume that e-cigarettes are at least as harmful as conventional cigarettes. The freedom of advertising must go hand in hand with rules for responsible advertising and against misleading designs or implementations. As convinced as we are that e-cigarettes have a significant potential for harm reduction, we are also aware that they must be marketed responsibly. We, therefore, target with our advertisement exclusively adult smokers and e-cigarette users and educate them about the products. Youth protection is imperative for us: we sell our products only to consumers who can prove that they are of age. The following self-commitment of the members of the industry association Independent European Vape Alliance is also recommended to companies not organised in the associations.