Responsible marketing behavior

The European Vape Industry Association calls for responsible marketing behaviour. Advertising of vape products is important to inform consumers of their advantages over traditional cigarettes. But it must be done responsibly and not involve misleading practices. At the association, we strive to fully educate all age groups of consumers about our products and protect the interests of young people by selling only to persons who are of legal age.

European Vape Industry Association Marketing Code

The European Vape Industry Association is introducing a comprehensive marketing code for manufacturers and importers of vape devices. The Code was created to promote responsible marketing practices and protect public health by focusing on the following guidelines:

• Smoking cessation/Cigarette cessation: When stopping the use of cigarettes, it is advisable to emphasize the fact that the use of vape as intended is much less harmful than the use of conventional cigarettes.

• Minors: E-cigarette advertising must not make vaping attractive to minors.

• Dual consumption: Advertising messages and images that promote the simultaneous use of vape devices and traditional cigarettes are prohibited. We urge strict adherence to these rules to ensure user safety.

• Health Risks: The use of advertising messages and images that may mislead the public that vaping is harmless is prohibited. All advertisements for e-cigarettes or vape devices must contain clear warnings about the health risks associated with their use, as well as clear age restrictions for users. They should be entirely intended for adult smokers and vapers and comply with all applicable laws and regulations.

• Promotional materials - A minimum distance of 100 meters from the main entrance of schools is required to prevent unwanted effects on children's minds and to protect their safety.

EAVI members seek to establish an independent monitoring committee to monitor compliance with these guidelines. To this end, marketing practices are regularly reviewed and adjusted in line with market developments.

Regardless of local national legislation, each EAVI member agrees to abide by the Code of Responsible Marketing Conduct. This ensures that the public can have confidence in the e-cigarette industry's commitment to responsible marketing practices and the protection of public health.