Instead, in 2014, it is the electronic cigarette companies which are sending the anti-smoking messages and the health groups which are undermining those messages.

The Surgeon General's concludes that: "The introduction of ventilated filters, or changes in the design and composition of cigarettes that accompanied their introduction, may have increased the carcinogenicity of cigarette smoke."

The consultation on the advertising rules took place amid widespread debate amongst policy makers, health professionals, charities and business about the role and safety of e-cigarettes. During the consultation we took into account the wide range of views that exist about e-cigarettes and their potential to re-normalise smoking, as well as the case being made for their public health benefits. With legislation around the promotion of e-cigarettes not coming into effect until 2016, we have moved quickly to establish a responsible framework for advertising in the UK.

Data published last week in the American Journal of Preventive Medicine suggest that the Centers for Disease Control and Prevention (CDC) and the Food and Drug Administration (FDA) are doing an effective job of helping protect the cigarette industry. These data show that despite widespread marketing of electronic cigarettes, half of the adult public still thinks cigarettes are no more hazardous than the fake ones.

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