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First TV ad for 50 years to show someone smoking

The ads for VIP e-cigarettes, which feature a woman exhaling vapour, will debut tonight during an ad break in ITV's Grantchester following a change in the law.

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First TV ad for 50 years to show someone smoking

The first ad in 50 years to show someone smoking will be broadcast tonight. Credit: VIP

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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