New rules for advertising e-cigarettes, gambling, food and health products have been outlined by the Advertising Standards Authority for Ireland (ASAI).

Advertisements for e-cigarettes must "contain nothing which promotes the use of a tobacco products or shows the use of a tobacco product in a positive light."

E-cigarettes do not contain tobacco - under the new rules e-cigarettes can be advertised as an alternative to tobacco products.

The rules add that, "advertisers should do nothing to undermine the message that quitting tobacco use is the best option for health." They also cannot use celebrities or health professionals to promote their products.

The ASAI says that their advertisements, "should make [it] clear that the product is an e-cigarette and not a tobacco product."

The Irish Vape Vendors Association has welcomed these new rules - particularly the provisions to allow the advertising of these products as alternatives to tobacco cigarettes - it says that it hopes that this will be done through "socially responsible advertising."

Gambling

Gambling companies have been told that their advertising cannot suggest that they can, "provide an escape from personal, professional or educational problems such as loneliness or depression."

Betting companies are also not allowed to portray gambling as a substitute for normal income - or a solution to financial problems.

Oisin McConville, addiction counsellor and All-Star gaelic footballer joined Newstalk Breakfast to discuss the new rules round gambling advertising.

While he says that "any measures" to raise awareness about the problems associated with gambling are welcome - he thinks that we need to go further to react to technological advances.

Mr McConville commented on the changes in the industry, "We've opened up gambling to so many other people, and a demographic that had no interest in gambling before - it's so easy to gamble."

Food and Health

The ASAI's Code surrounding food products has been updated to bring it into line with EU Regulations concerning the health claims made by food companies.

It has also tightened regulations around health products - saying that health claims should be backed by the "results of robust and reputable trials on human subjects, of sufficient rigour, design and execution as to warrant general acceptance of the results."