Advertising of electronic cigarettes and the claims being made go contrary to established legislation, the Environmental Health Directorate said.

It noted that this advertising was on the increase and reminded stakeholders that although products and smoking devices simulating cigarettes or tobacco, such as electronic cigarettes were not illegal, their advertising and use is regulated by a legal notice.

This legal notice made it clear that in terms of advertising and use in public places, these items were considered as tobacco products.

The directorate said that, in line with World Health Organisation recommendations, unproven claims on the efficacy of electronic cigarettes in reducing tobacco addiction were not to be made.

http://www.doi.gov.mt/EN/legalnotices/2010/01/LN%2022.pdf

http://www.who.int/mediacentre/news/releases/2008/pr34/en/index.html