Jacob Sullum provides an of the literature on this topic, pointing out that there is very strong data to demonstrate that the flavors are what attract many smokers to try to quit using electronic cigarettes. You have to read his whole column, but to summarize:

The major purpose of regulating advertising in the first place is to prohibit companies from deceiving consumers. But by precluding companies from telling consumers the truth, the CAP's regulations actually ensure that consumers are deceived. There is no legal nor public health justification for this campaign of deception. It protects cigarette profits at the expense of the lives and health of UK citizens.

Keep in mind pure caffeine is very very bitter. I once tried caffeine infused water before, and it was quite nasty, so having a very high concentration of caffeine would definitely ruin the flavor. So since the bottle of E-Juice I tried didn’t have any bitter notes, I’d say a low concentration was used.

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