While there is still a lot we do not know about the exact magnitude of any long-term risks associated with electronic cigarette use, vapers should be quite reassured that after at least five years of research into the health effects of vaping, the worst that electronic cigarette opponents can say is: "Well ... they're not harmless."

If the goal here were to simply protect children and infants from accidentally ingesting nicotine, then Senator Hannon could simply have introduced legislation to require childproof packaging and warning labels on these products. Instead, it appears that the goal is actually to protect the sale of cigarettes in New York by eliminating competition from a rapidly proliferating smoking cessation product that is projected to give tobacco cigarettes a run for their money.

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.

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