The UK Council for Advertising Practice (CAP) and the Medicines and Healthcare Products Regulatory Agency (MHRA) have issued an enforcement notice for online pricing of e-cigarette promotions.

According to the notice, the CAP writes advertising rules, which are enforced by the Advertising Standards Authority, the UK's independent advertising regulator.

The enforcement notice concerns how e-cigarette pricing is displayed on the website.

Under the CAP, vaping companies may provide factual information, but not in a way that constitutes a promotion. The enforcement notice states that it is a violation for some companies to describe pricing in a way that is considered a promotion, for example, by emphasizing discounts and savings.

"Please take immediate action to ensure your ad is compliant," the notice said. "We will monitor the website over the next few months. If we see continued problems in this area, we will take targeted enforcement action to ensure a level playing field."

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