Where is a smoker not a smoker? In British American Tobacco first-ever television ad for electronic cigarettes, for one place.

The ad for the Vype, BAT’s new e-cigarette brand, is to air Monday night in the U.K., but the company has had to make one key change to get its campaign on TV. Instead of promising “pure satisfaction for smokers” as the online ads do, restrictions on cigarette advertising mean the BAT had to change the TV tagline to “pure satisfaction for vapers.”
BAT Tweaks a Term to Promote E-Cigarettes on TV - Corporate Intelligence - WSJ