The British Heart Foundation has criticised a controversial advert which promotes the use of e-cigarettes.
The advert, shown after the 9pm watershed, shows a woman exhaling vapour from an e-cigarette for the VIP brand.
It is the first advert to show the devices being used after regulations were relaxed by the Advertising Standards Authority.
Simon Gillespie, our Chief Executive, said: “E-cigarettes are not harmless, and should only be advertised to existing smokers. They should not be tempting non-smokers to start using them.
“The adverts are clearly glamorising and sexualising the use of e-cigarettes. There is a huge risk that this will entice a wider audience which is completely unacceptable and grossly irresponsible.
“The marketing of these products must be more closely monitored to prevent children taking up this addictive habit and to ensure adults can make a properly informed choice.”