New rules will allow electronic cigarettes to be shown in UK TV adverts from 10 November, the Committee of Advertising Practice (CAP) has said.
The CAP said any e-cigarette adverts must not target under-18s or non-smokers.
E-cigarettes do not contain tobacco, and the CAP said adverts must not promote tobacco use or show tobacco products "in a positive light".
It said the new rules would be monitored and reviewed after a year.
Advertising of tobacco products is banned in the UK, except in the trade press.
A CAP spokesman said e-cigarettes were previously "caught" by these rules - written before e-cigarettes existed - because they were held and used like cigarettes.
This meant advertising was allowed, but e-cigarettes could not be shown on screen.
The new rules are the first "product-specific" code for e-cigarette advertising.
The CAP writes and maintains UK advertising rules, which are enforced by the Advertising Standards Authority.
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