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44.—(1) No person may in the course of a business provide electronic cigarette sponsorship to—
(a)an event or activity which takes place in or has an effect in two or more member States (“a cross-border event or activity”); or
(b)an individual taking part in a cross-border event or activity.
(2) In this regulation “electronic cigarette sponsorship” means any form of public or private contribution to any event, activity or individual, with the aim or direct or indirect effect of promoting an electronic cigarette or refill container.
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