The first advert in 50 years to show someone smoking is to be broadcast on TV tonight.
The VIP e-cigarettes ad will feature someone exhaling what appears to be cigarette smoke.
The ad, which can be broadcast following a change in law from the Advertising Standards Authority, will debut tonight during a break in ITV1's Grantchester.
Anti-smoking campaigners have attacked the ads for "sexualising" e-cigarettes but VIP said e-cigarettes are a healthy alternative to smoking.
It is not the first time VIP's TV campaigns have sparked controversy - its first ad, broadcast last December, was also criticised.
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