E-cig advertising will require warning as of August 10

As of August 10, all e-cig advertising will need a required warning statement. This appears more stringent than cigarette advertising because it requires the warning statement to be in the upper portion of the ad, occupy at least 20 percent of the area and specifies Helvetic or Arial bold type.

The exact wording for the warning is  WARNING: This product contains nicotine. Nicotine is an addictive chemical.

Format and Display Requirements for Required Warning Statements on Advertisements

Advertisements include print advertisements and other advertisements with a visual component (including, for example, advertisements on signs, shelf-talkers, Web pages, and email). The required warning statement on advertisements must:

  • Appear on the upper portion of the advertisement within the trim area;
  • Occupy at least 20 percent of the area of the advertisement (warning area);
  • Be printed in at least 12-point font size and ensure that the required warning statement occupies the greatest possible proportion of the warning area set aside for the required warning statement;
  • Be printed in conspicuous and legible Helvetica bold or Arial bold type or other similar sans serif fonts and in black text on a white background or white text on a black background in a manner that contrasts by typography, layout, or color, with all other printed material on the advertisement;
  • Be capitalized and punctuated;
  • Be centered in the warning area in which the text is required to be printed and positioned such that the text of the required warning statement and the other textual information in the advertisement have the same orientation; and
  • Be surrounded by a rectangular border that is the same color as the text of the required warning statement and that is not less than 3 millimeters (mm) or more than 4 mm.

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