Their chief example is striking: many tobacco control researchers are referring to electronic cigarettes as "tobacco products." However, e-cigarettes are not tobacco products. They contain no tobacco whatsoever.

The public health charity ‘Action on Smoking and Health’ are fairly optimistic regarding the potential for vaping to be able to help smokers kick the dangerous habit and they inferred that the contents of e-cigarettes appear to be less than harmful. Although nicotine has been connected to anxiety and blood vessel disease, when this is compared to the percentage of smokers that contract cancer from tobacco, things look far more positive. A study that was conducted in 2013 did reveal that the practice of e-smoking helped to reduce the cravings for real cigarettes amongst heavy smokers and as such they managed to decrease the amount of harmful tobacco consumption. Because they strongly resemble and actually mimic the action of smoking a normal cigarette, it is believed that vaping has the potential to completely replace the desire to smoke amongst the same demographic.

The study reports that at one year follow-up, the rate of smoking cessation among the baseline non-e-cigarette users was 13.8%, compared to 10.2% for the 88 electronic cigarette users, a difference that was not statistically significant. On this basis, the study concludes that electronic cigarettes are not effective for smoking cessation.

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