A vaping trade association has called on the government to relax regulations as part of a consultation on the future of the industry.

UK Vaping Industry Association, whose members include the big tobacco companies, issued a wide-ranging report today recommending an easing of restrictions covering advertising, packaging and product sizes.

The proposals to the Department of Health and Social Care include greater advertising freedoms starting with a government-led communications campaign explaining the potential harm reduction of switching from smoking to vaping and the introduction of switching messages on products. These messages should be pre-approved by the government, public health experts and industry, it said.

Other recommendations include the regulation of e-cigarette branding to explicitly ban cartoons and iconography that could appeal to young people as


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