The advertising or sponsorship of tobacco products is banned across the European Union through both the Tobacco Advertising Directive and the Audiovisual Media Services Directive. They prohibit cross-border tobacco advertising and sponsorship in media. The ban covers television, print media, radio, and Internet. It also includes sponsorship of events involving several Member States (MS), such as the Olympic Games and Formula One races, and the free distribution of tobacco is also banned at such events.
However, national advertising and local promotion of tobacco products remains under national competence and is still permitted.
With the adoption of the revised text on the Tobacco Products Directive in 2014, the advertising of electronic cigarettes has come under strict rules designed to ensure equal treatment across the EU for nicotine-containing e-cigarettes (products that do not contain nicotine are not covered by the Directive).
Since May 2014, e-cigarettes have been regulated as tobacco products, unless they are presented as having curative or preventative properties, then they are regulated as medicinal products. This means they cannot be advertised or part of a sponsorship deal or product placement, unless e-cigarette companies choose to claim medical status for the devices, which would allow them to be advertised as smoking cessation aids.
egta and its members fully respect the tobacco ban, which is not to be called into question in view of the scientifically established harms of tobacco consumption.
Rules on e-cigarette advertising following the Tobacco Products Directive adoption - document available upon request. Please
contact the egta team.