The latest code drawn up by the Advertising Standards Authority for Ireland stipulates that e-cigarette advertising should not promote tobacco use or glamorise tobacco use.

Vape Business Ireland found that the code struck the right balance between protecting minors while ensuring adults had access to information about vaping products.

Last month, Public Health England, an agency of Britain’s department of health, backed the use of e-cigarettes because they were 95% safer than smoking tobacco.