This study confirms that in the UK, despite substantial experimentation with e-cigarettes by youth, this experimentation does not appear to be leading to regular e-cigarette use by a large proportion of youth, and those who are regular users are overwhelmingly youth who are already smokers or who smoked in the past.

•Ads must make clear that the product is an e-cigarette and not a tobacco product

What the study found was that 11.9% of the former smokers had ever tried an electronic cigarette in the past year. This means they might have tried an electronic cigarette once and never taken another puff again. It means they may have tried a single puff on an electronic cigarette just to see what it was like.

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