The EU believes that governments should introduce tough measures to restrict vaping on film, TV, streaming services and social media, according to a leaked document.

The document was obtained by Christopher Snowdon, head of lifestyle economics at the Institute for Economic Affairs (IEA).

In the original proposal published ahead of the World Health Organization’s bi-annual Framework Convention on Tobacco Control (FCTC) conference, the authors stated:

“Reducing youth exposure to depictions of tobacco use embedded in entertainment media is essential to successful tobacco use prevention.”

While the FCTC made no reference to e-cigarettes in their report, the leaked document sent by the EU stressed that the frameworks should also apply to electronic nicotine delivery systems, ie e-cigarettes.

If the EU’s vision of the proposal was to be implemented, health warnings would be required on all media featuring e-cigarettes and all products shown on-screen would be required to meet current advertising regulations (to be TPD compliant).

Films and TV shows featuring characters using e-cigarettes would automatically require an 18 certificate regardless of the nature of the rest of the content.

Mr Snowdon said:

“Has the UK gone along with this? If it has – and surely it must have done – how is it consistent with the government’s pro-vaping Tobacco Control Plan or Public Health England’s harm reduction agenda?”