The first UK TV adverts featuring the use of an electronic cigarette - vaping - are being shown.

While e-cigarette adverts have been on television for some time, showing the device itself was banned until a change in advertising rules which came into force on Monday.

The Committee of Advertising Practice has ruled that adverts must not show tobacco "in a positive light".

Critics warn showing e-cigarette use could normalise the imagery of smoking.

The British government banned cigarette advertising on television in 1965. Enditem