The first UK TV advert featuring the use of an electronic cigarette - vaping - will be shown later.
While e-cigarette adverts have been on television for some time, showing the device itself was banned until a change in advertising rules which came into force overnight.
However, the Committee of Advertising Practice has ruled that adverts must not show tobacco "in a positive light".
Critics warn showing e-cigarette use could normalise the imagery of smoking.
The British government banned cigarette advertising on television in 1965.
http://www.bbc.co.uk/news/health-29959379
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