But e-cigarettes should not be treated the same as cigarettes. Doing so removes the incentive for people to switch from real cigarettes to e-cigarettes and therefore will increase smoking, and with it, death.

Similarly, the study found that 2.9% of the baseline nonsmokers had ever tried an electronic cigarette in the past year. It could have been that the respondent took a single puff on an electronic cigarette and never took another puff.

Just like the topic of sex education was changed forever when people started talking about preventing diseases and unwanted births by using condoms and birth control, the topic of smoking is also changing with new discussionsabout tobacco harm reduction instead ofjust talking about tobacco abstinence.

Ads on TV and radio will be subject to scheduling restrictions to reduce the chance of e-cigarette advertisements being seen or heard by children. Furthermore, unless manufacturers obtain an authorisation for their product from the Medicines and Healthcare products Regulatory Agency, ads for e-cigarettes cannot convey health benefits or claim that they are ‘safer’ or ‘healthier’ than smoking tobacco."

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