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Opinion
The Editors

Ban E-Cigarette Ads Everywhere

The FDA has welcome new restrictions, but promotions that lure teenagers remain a problem.
The vape gateway.

The vape gateway.

Photographer: BSIP/UIG via Getty Images

It may come as a disappointment to Europeans who enjoy watching the Marlboro man ride on the open plain (update: He now appears to be a woman, and uses a helicopter), but it’s terrific news for Europe’s health: Within a few weeks, ads for electronic cigarettes will go dark on European TV, radio and websites, and will disappear from most print publications.

Europe’s highest court has approved new regulations on such ads -- in contrast with the U.S. Food and Drug Administration, which declined to impose the same ban Thursday even as it declared its authority to regulate vaping products. Cigarette ads have been banned on U.S. TV and radio since the Nixon administration, but e-cigarette ads are allowed everywhere -- and are often aimed at teenagers.