Rules and regulations have failed to keep up with e-cigarettes
The banning of an ad for electronic cigarettes is just the latest in a growing clash between the e-cigarette industry and officials.
The makers of the tobacco alternative say they have a great message to get out to smokers.
If they are right, their devices could help save lives - some believe e-cigarettes are now the most important public health debate for a generation.
Read: Everything you need to know about e-cigarettes
The problems is that rules and regulations have failed to keep up. The Advertising Standards Authority is using rules drawn up long before electronic cigarettes were dreamt of.
Equally, the medical authorities have no regulatory regime to fit the new devices.
What we will now see is a series of consultation, regulation and rule-making all designed to bring officials up to date with what over a million e-cigarette users are already doing every day.