Anti-smoking groups have condemned adverts featuring e-cigarettes for "sexualising" the devices.
ASH questioned new advertising rules and called for e-cigarettes to be aimed at smokers rather than a general audience.
It comes as a change in advertising laws means the first advert in 50 years to show someone smoking will be broadcast on TV tonight.
Deborah Arnott, chief executive of anti-smoking charity ASH, said: "These ads sexualise e-cigarette use and do not make clear that these products are not for a general audience but are aimed at smokers.
"ASH doesn't see how these ads conform to the new advertising rules and if they do, then we are seriously concerned that the rules are not fit for purpose."
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