MPs have voiced their criticism of Blackburn Rovers and other sports teams for promoting vape companies through sponsorship deals. During a Commons children and vaping, Conservative chairman of the Health and Social Care Committee Steve Brine took an angry swipe and called on the Lancashire club to "look themselves in the mirror.
The Championship team prominently displays the logo of vaping brand Totally Wicked on its shirt. Last month, the club and the vape company announced that they would continue their partnership for a sixth season. But the Labour motion during the debate expressed concern about children being inappropriately exposed to e-cigarette promotions and called for a ban on vapes being branded and advertised to appeal to children.
Speaking from the SNP frontbench, Kirsten Oswald referenced the Advertising Standards Authority and criticised Blackburn Rovers for their sponsorship deal with Totally Wicked. She stated that it would be unacceptable if a football club had cigarette branding on their shirts, and she questioned why vaping advertising should be any more acceptable. Oswald also highlighted that Totally Wicked sponsors St Helens Rugby Football Club, with the team's stadium named the Totally Wicked Stadium.
Steve Brine, a former health minister, speaking about “the Blackburn Rover issue” said it was “the opposite of totally wicked in my opinion”. He said children used the phrase “totally wicked” and said he could “see why that would be attractive to that company wishing to carry that advertising on those shirts”.
He added: “I would ask Blackburn Rovers to look themselves in the mirror about that one, as much as the company that are doing the advertising. Because it takes two to tango. So yeah, I am concerned about it.”Brine called on Blackburn Rovers to reflect on their decision and emphasised that both the club and the company are responsible. He stated that the marketing of vaping to children is totally unacceptable and out of control.
Health minister Neil O'Brien assured that the government is committed to preventing children from starting vaping and is already taking robust actions. He emphasised the importance of evidence-based measures that will be effective in addressing the issue.
Blackburn Rovers' chief executive, Steve Waggott, expressed delight in extending their partnership with Totally Wicked for another season. He highlighted the collaboration between two of the town's biggest brands.
Totally Wicked has defended its decision to advertise with Blackburn Rovers, drawing a distinction between its activities and tobacco companies' previous advertising campaigns. The company stated that it exists to help smokers give up cigarettes and is one of the most effective smoking cessation tools available. Totally Wicked also emphasised its roots in Blackburn and its investment in the local area.
The debate in the House of Commons reflects concerns about the promotion of vaping to children and the responsibility of sports teams in endorsing such products. The issue raises questions about the balance between sponsorship deals and protecting young people from potentially harmful influences.
*You may notice the below message on a small number of Manchester Evening News articles. We like to innovate and this is part of a trial to look at whether AI can help speed up the publishing process, We will always declare where this happens.
This article was crafted with the help of AI tools, which speed up the MEN's editorial research. A Manchester Evening News editor reviewed this content before it was published. You can report any errors to newsdesk@men-news.co.uk*
